Marketing Books

Eclipse (The Twilight Saga, Book 3)

2008-09-22T05:50:00.001-07:00


List Price: ~~$19.99~~ Price: $10.99 You Save: $9.00 (45%) 61 used & new from $10.00
Readers captivated by Twilight and New Moon will eagerly devour Eclipse, the much anticipated third book in Stephenie Meyer's riveting vampire love saga. As Seattle is ravaged by a string of mysterious killings and a malicious vampire continues her quest for revenge, Bella once again finds herself surrounded by danger. In the midst of it all, she is forced to choose between her love for Edward and her friendship with Jacob --- knowing that her decision has the potential to ignite the ageless struggle between vampire and werewolf. With her graduation quickly approaching, Bella has one more decision to make: life or death. But which is which?(read more)

Classified Ventures Implements Vormetric Data Security to Protect ... - Business Wire (press release)

2008-09-22T05:07:00.001-07:00

Classified Ventures Implements Vormetric Data Security to Protect ...
Business Wire (press release), CA - 3 minutes ago
(NYSE:WPO), whose objectives are to collectively capitalize on the revenue growth in the online advertising categories of automotive, real estate and ...

.Fox Networks appoints Aperio to UK MD - New Media Age

2008-09-22T05:03:00.001-07:00

.Fox Networks appoints Aperio to UK MD
New Media Age, UK - 5 minutes ago
Fox, the online and mobile advertising network in which .Fox owns a majority stake, will now report to Aperio for all UK-related matters. Aperio joined . ...

Call to Action: Secret Formulas to Improve Online Results

2008-08-21T05:16:00.000-07:00

Jim Sterne, Author
Steve Krug nailed Web marketing philosophy in Don’t Make Me Think. Now it’s time to get practical. --This text refers to an out of print or unavailable edition of this title.

Patrick Byrne CEO, Overstock.com
Bryan and Jeffrey Eisenberg are #1 in the online conversion game and there is no #2. --This text refers to an out of print or unavailable edition of this title.

Roy H. Williams, Author
The Eisenbergs will forever be remembered as the breakthrough pioneers of internet marketing. I guarantee it. --This text refers to an out of print or unavailable edition of this title.

Product Description

Call to Action includes the information businesses need to know to achieve dramatic results from online efforts. Are you planning for top performance? Are you accurately evaluating that performance? Are you setting the best benchmarks for measuring success? How well are you communicating your value proposition? Are you structured for change? Can you achieve the momentum you need to get the results you want? If you have the desire and commitment to create phenomenal online results, then this book is your call to action.

Within these pages, New York Times best-selling authors Bryan and Jeffrey Eisenberg walk you through the five phases that comprise web site development, from the critical planning phase, through developing structure, momentum, and communication, to articulating value. Along the way, they offer advice and practical applications culled from their years of experience "in the trenches."

About the Author
Bryan Eisenberg is Co-founder and Chief Persuasion Officer of Future Now, Inc., Bryan Eisenberg has been developing and incorporating expert online persuasion techniques since 1998. He publishes Future Now’s award-winning newsletter GrokDotCom and authors the ClickZ column "ROI Marketing." Bryan is co-author of Persuasive Online Copywriting and The Marketer’s Common Sense Guide to E-Metrics. He is also a founder and Chairman of the Web Analytics Association, and co-inventor of Persuasion Architecture. Bryan lives in Brooklyn with his wife and daughter.

Jeffrey Eisenberg is Co-founder and CEO of Future Now, Inc. and of Persuasion Architecture Inc., Jeffrey is a well respected expert and featured speaker in the field of ebusiness. Jeffrey teaches at Wizard Academy and runs seminars for companies as diverse as Computer Associates, PriceWaterhouseCoopers, Allegis Group, Volvo, Agora Inc., and LowerMyBills. Co-author of Persuasive Online Copywriting, Jeffrey is also co-inventor of Persuasion Architecture. He lives in Brooklyn with Cindy and their three dogs. --This text refers to an out of print or unavailable edition of this title.

Sport Marketing

2008-08-21T05:15:00.000-07:00

Book Description
Audiences: Undergraduate and graduate students who need a comprehensive understanding of the principles and practices of sport marketing. Also practitioners who want a handy reference, particularly in the areas of sales, promotional planning, and market research.

Sport Marketing, Third Edition, the latest version of the leading sport marketing text, directs students to a better understanding of the theoretical backbone that makes sport marketing such a unique and vibrant subject to study. The text has been thoroughly updated with a comprehensive ancillary package, new examples and perspectives from the field, and the latest information about marketing in the burgeoning sport industry.

Using real-world examples and an engaging writing style, the distinguished authors provide valuable new material about key areas in sport marketing that prepares students for careers in the industry. The following are updates to the new edition:

Foreword written by David J. Stern, Commissioner of the National Basketball Association
A new chapter on branding and how to apply it in a sport context, including examples of successful efforts
A greatly expanded chapter on research in sport marketing, recognizing recent and significant technological developments that allow sport marketers to reach consumers
An updated final chapter containing opinions from industry insiders about what sport marketers can expect in the years ahead

The highly respected authors have long been recognized for their ability to define this exciting field, and they continue to engage readers by providing several updated references and real-life examples. These elements not only make the material more interesting for students to read but also allow them to easily translate concepts presented in the text into situations they will encounter in the working world.

The text incorporates all areas of marketing into an exciting and sport-specific context. Students will learn how to build a sport marketing plan, study the behaviors of sport consumers, and gain an understanding of market segmentation and pricing. The text also includes extensive information on promotion, sales, distribution, and public relations in sport. After reading this book, students will be able to apply the concepts of marketing to the distinct sport enterprise.

This new edition is complemented by a large and complete package of ancillary materials that will enhance the presentation of the material and provide a richer learning experience for students. A new instructor guide, test package, and PowerPoint presentation package are offered through a convenient product-specific Web site.
Even though this text is written primarily for students, the authors go beyond theory to stress real-world applications, providing a wonderful reference for professionals and a useful guide that allows practitioners to apply key concepts to the work they do every day.

This text will help students and others interested in marketing products in the expansive field of sport to understand the foundations of sport marketing and how to use marketing effectively. Most important, they'll learn how to incorporate these fundamentals into their own workplace.

About the Author
Bernard J. Mullin, PhD, is currently president and chief executive officer of Atlanta Spirit, LLC. In this role he is in charge of guiding all facets of the Spirit's operations, including overseeing all team and business operations for the NBA's Hawks and NHL's Thrashers and management of the world-class Philips Arena.

Mullin has nearly 30 years of experience in the sport management industry, involving executive positions with professional teams and leagues where he specializes in start-ups and turnarounds, breaking numerous all-time league ticket sales and attendance records. Before coming to Atlanta, Mullin served as the NBA's senior vice president of marketing and team business operations. Mullin has also served as president and general manager of a minor league hockey team, the IHL's Denver Grizzlies; senior vice president of business operations for the Colorado Rockies; and senior vice president of business for the Pittsburgh Pirates. He has also acted as the owner's representative on major design and construction projects, including Coors Field and University of Denver's award-winning athletic facilities.

Before and during his career in professional sports, Mullin spent several years in intercollegiate athletics and higher education. He served as vice chancellor of athletics for the University of Denver and as professor of sport management at the University of Massachusetts. Mullin holds a PhD in business, an MBA, and an MS in marketing from the University of Kansas, where he coached the varsity soccer program, and a BA business studies from Coventry University in England, where he played soccer semiprofessionally for the Oxford City Football Club.

Stephen Hardy, PhD, is professor of kinesiology and coordinator of the sport studies program at the University of New Hampshire, where he is also an affiliate professor of history. At UNH since 1988, he serves as faculty representative to the NCAA and chairs the president's Athletics Advisory Committee. In 2003-2004, he served as interim vice provost for undergraduate studies.

Hardy has also taught at the University of Massachusetts (where he earned his PhD), the University of Washington, Robert Morris College, and Carnegie Mellon University. Over three decades, he has taught courses in sport marketing, athletic administration, and sport history, as well as a popular introduction to the sport industry. Besides Sport Marketing, his publications include How Boston Played (1982, 2003) and numerous articles, book chapters, and reviews in academic presses. His reviews and opinions have also appeared in popular outlets such as the Boston Globe, the New York Times, and the Sports Business Journal. From 1995 to 1999, he was coeditor of the Sport Marketing Quarterly. In 1997, he was elected a fellow of the American Academy of Kinesiology and Physical Education. In May 2001, he won the Lifetime Research Award from UNH's School of Health and Human Services.

Hardy has extensive experience in college athletics. He played hockey for Bowdoin in the late 1960s and cocaptained the 1969-70 team with his twin brother, Earl. After coaching stints at Vermont Academy and Amherst College, he joined the Eastern College Athletic Conference in 1976, where he served as assistant commissioner and hockey supervisor until 1979. During this time, he supervised collegiate championships in venues such as the Boston Garden and Madison Square Garden, and he worked closely with the NCAA Ice Hockey Committee and its affiliated championships. He served on the board of directors of the America East Athletic Conference from 2000 to 2002. In 2003, he was selected by the Hockey East Association as one of 20 special friends to celebrate the league's 20th anniversary.

William A. Sutton, EdD, currently serves as a professor and associate department head for the DeVos Sport Business Management graduate program at the University of Central Florida. In addition to his duties at UCF, Dr. Sutton is the founder and principal of Bill Sutton & Associates, a consulting firm specializing in strategic marketing and revenue enhancement. Before assuming his current positions, Dr. Sutton served as vice president of team marketing and business operations for the National Basketball Association and has held academic appointments at Robert Morris University, Ohio State University, and the University of Massachusetts at Amherst.

In addition to Sport Marketing, Dr. Sutton is a coauthor of Sport Promotion and Sales Management. He has also authored more than 100 articles and has made more than 100 national and international presentations. Dr. Sutton is a past president of NASSM and a founding member of the Sport Marketing Association (SMA) and Sport Marketing Quarterly, where he has also served as coeditor. Dr. Sutton is a featured author for Street and Smith's Sports Business Journal (SBJ) and for the basketball strategy and business magazines Basketball Gigante and FIBA Assist published in Italy.

Dr. Sutton's professional experience includes service as a special events coordinator for the City of Pittsburgh, a YMCA director, vice president of information services for an international sport marketing firm, commissioner of the Mid-Ohio Conference, and cofounder and principal of the consulting firm Audience Analysts. Dr. Sutton received his BA, MS, and EdD from Oklahoma State University, where he was inducted into the College of Education Hall of Fame in 2003. Dr. Sutton is also an inaugural member of the Robert Morris University Sport Management Hall of Fame (2006).

Marketing Management

2008-08-21T05:14:00.000-07:00

Product Description
Marketing Management, 8/e, by Peter and Donnelly, serves as an overview for critical issues in marketing management. The text strives to enhance knowledge of marketing management and advance student skills so they can develop and maintain successful marketing strategies. The text does this through comprehensive text chapters that analyze the marketing process and gives students the foundation needed for success in marketing management, and through 40 cases (12 of them new, many others updated) that go beyond traditional marketing principles and focus on the role of marketing in cross-functional business and organization strategies.

About the Author
J. Paul Peter is another very highly regarded marketing educator and is also at UW-Madison. He has won many awards for his contributions through research, textbooks, and education.

James H. Donnelly, Jr. Is the Turner Professor in the College of Business and Economics, Univ. of Kentucky. Research areas include marketing and banking.

Writing the Breakout Novel

2008-08-21T05:13:00.000-07:00

From Library Journal
In today's world, an author who doesn't produce a breakout novel risks getting lost in the midlist of the publishing world. Maass, the author of 17 novels who now works as a literary agent representing such distinguished writers as Anne Perry and James Patterson, knows firsthand what makes a novel rise above its category in the already saturated book market. Using his own clients as case studies, Maass defines the most crucial elements of a breakout novel a powerful sense of time and place, larger-than-life characters, a high degree of tension, good subplots, and universal themes and shows the reader how to use these elements efficiently to write a novel that will generate interest and have the potential to hit the best sellers lists. Each section ends with checklists for review. Recommended for all public libraries serving communities with struggling writers. Lisa J. Cihlar, Monroe P.L., WI
Copyright 2001 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

Book Description
A breakout novel is one that rises out of its category--such as literary fiction, mystery, romance, or thriller--and hits the bestseller lists. Maass explains the elements that all breakout novels share and shows readers how to use these elements to write a novel that has a good chance of succeeding in a crowded marketplace. They'll learn to:

* create a powerful and sweeping sense of time and place
* develop larger-than-life characters
* sustain a high degree of narrative tension from start to finish
* weave sub-plots into the main action
* explore universal themes that will interest a large audience of readers

Then, using several of his clients' experiences--including best-selling novelist Anne Perry--as case studies, Maass provides real-life, insider examples to show how this type of novel can generate agent and publisher interest, creating or enhancing a novelist's career.

* Includes an introduction by best-selling author Anne Perry
* Maass' insider examples lend the credibility and visibility necessary to attract a wide audience of writers --This text refers to an out of print or unavailable edition of this title.

About the Author
Donald Maass is the author of 17 novels. He now works as a literary agent, representing dozens of novelists in the SF, fantasy, crime, mystery, romance and thriller categories. He speaks at writer's conferences throughout the country and lives in New York City. --This text refers to an out of print or unavailable edition of this title.

The Metabolism Advantage: An 8-Week Program to Rev Up Your Body's Fat-Burning Machine---At Any Age

2008-08-21T05:11:00.000-07:00

From Publishers Weekly
Age-related weight gain is whittled down to size in this guide to boosting metabolism. Berardi's (Scrawny to Brawny) formula is basic: diet, exercise and supplements to build muscle and burn calories. He relates a common scenario: with age come sedentary lifestyles, convenience foods and increased stress. While many people actually eat less as they age, Berardi says, at the end of their 20s they begin to lose five to 10 pounds of muscle each decade. The results: weight gain, free radical damage and greater risk for serious health conditions. He points out that eating fewer calories is self-defeating, while eating more of the right foods at the right time and targeted supplementation increase metabolism even for those genetically disposed to lower rates. Since muscle burns calories most efficiently, exercise is the core of the program. Berardi, who has trained professional athletes, is a congenial coach, but the five hours per week of strength training (weights) and cardio workouts may be an obstacle for those not already exercising regularly. Still, Berardi provides tools for keeping on point—meal plans, recipes, routines and options to customize—and his promise of never counting calories again just might motivate readers to invest in a gym membership. (Sept.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Product Description

With this powerful body transformation program, men and women discover how to kick their metabolism into high gear—and replace flab with lean, fat-burning muscle . . . in just 8 weeks

Revving up the body so that it optimizes nutrition and turns flab into lean body mass can be accomplished easily and quickly—and at any age, even after the body’s metabolism has supposedly slowed down. That’s what sought-after fitness trainer and nutrition expert John Berardi demonstrates in this new book.

Drawing on the best scientific research, including his own ongoing studies, Berardi has developed a supremely effective plan that enables his clients—who include athletes, models, and ordinary men and women of different fitness levels—to stoke their metabolic fires, burn more calories, build lean muscle, and improve their health, too! This unique three-pronged program includes:

• the Nutrition Plan, which provides recipes and meal plans that offer readers the foods that will teach their bodies to burn fat for fuel

• the Exercise Plan, which combines interval exercise and strength training to enable readers to burn more calories not only while they are working out but also after exercise

• the Supplement Plan, which identifies the essential compounds that kick the metabolism into high gear and improve general well-being

About the Author

JOHN BERARDI, PhD, CSCS, is founder and president of Science Link, Inc., an organization specializing in human performance and nutrition. A sought-after trainer, consultant, and lecturer on the optimal use of nutrition for athletic performance and body transformation, Berardi is coauthor of the book Scrawny to Brawny. He divides his time between Toronto, Ontario, and Austin, Texas.

The Ultimate Marketing Plan: Find Your Hook. Communicate Your Message. Make Your Mark.

2008-08-21T05:10:00.000-07:00

Book Description
The Ultimate Marketing Plan, 3rd Edition is all you need to find your unique selling proposition and deliver it to the right prospects. You, too, can benefit from the easy step-by-step system that has already helped more than 5 million business owners!
This guide shows you how to put together the most promotable message possible for any product or service including:

Getting free advertising

Fueling word-of-mouth

Communicating effectively
Filled with practical, no-nonsense ideas that will help you position your product, build buzz, and make money, this updated edition also includes expanded coverage on Internet marketing.

About the Author
Dan S. Kennedy has been writing sales letters for over twenty years for both large and small businesses. He is a popular speaker on marketing and sales issues. His popular newsletter, The No B.S. Marketing Letter, reaches thousands of people in the U.S.

Disposable People: New Slavery in the Global Economy

2008-08-21T05:09:00.000-07:00

Amazon.com
The horror of slavery, says Kevin Bales, is "not confined to history." It is not only possible that slave labor is responsible for the shoes on your feet or your daily consumption of sugar, he writes, the products of forced labor filter even more quietly into a broad portion of daily Western life. "They made the bricks for the factory that made the TV you watch. In Brazil slaves made the charcoal that tempered the steel that made the springs in your car and the blade on your lawnmower.... Slaves keep your costs low and returns on your investments high."

The exhaustive research in Disposable People shows that at least 27 million people are currently enslaved around the world. Bales, considered the world's leading expert on contemporary slavery, reveals the historical and economic conditions behind this resurgence. From Thailand, Mauritania, Brazil, Pakistan, and India, Bales has gathered stories of people in unthinkable conditions, kept in bondage to support their owners' lives. Bales insists that even a small effort from a large number of people could end slavery, and devotes a large chapter to explaining the practical means by which this might be accomplished. "Are we willing to live in a world with slaves?" he asks. As a sign of his commitment, all his royalties from Disposable People will go toward the fight against slavery. --Maria Dolan --This text refers to the Hardcover edition.

From Booklist
No, University of Surrey lecturer Bales isn't reporting on wage slavery: the stories that slip into the newspaper now and then about workers in sneaker or soccer ball factories in Indonesia or Vietnam earning 20 cents or $1 a week. Bales means 27 million people held in chattel slavery, debt bondage, or contract slavery: "enslaved by violence and held against their wills for purposes of exploitation." Their masters he calls "slaveholders" because they don't claim to own their victims; they control their victims' lives and mobility and gain enormous profits from their labor. Bales investigated five case studies--prostitution in Thailand, water delivery in Mauritania, charcoal making in Brazil, brickmaking in Pakistan, and bonded labor in Indian agriculture--to trace the nature of modern slavery and compare its forms. Three factors explain the new slavery: the population explosion; economic globalization and modernized agriculture; and "the chaos of greed, violence, and corruption created by this economic change in many developing countries." Globalization ties us all to the new slavery, and Bales suggests what the reader can do. Mary Carroll --This text refers to the Hardcover edition.

From Kirkus Reviews
A numbing indictment of our blindness to the new forms of slavery engendered by the global economy. Bales, a leading authority on this subject (Univ. of Surrey, England), defines slavery, quite specifically, as the ``total control of one person by another for the purpose of economic exploitation.'' The control is facilitated by violence and the foreclosure of personal freedom. He estimates, given this definition, that there are approximately 27 million slaves currently held in the world economy. One of the more virulent characteristics of this new slavery is a tendency to view slaves as relatively short-term investmentsreplacement is often cheaper than maintenance, thus the slaveholders will extract as much labor as possible, even if it means their victims will only last for several years of bondage. New slaveholders in the world economy also frequently insulate themselves against prosecution by maintaining fraudulent work contracts. Bales opens his essay with the story of Seba, a woman brought to France from Mali to serve as a house slave, but the book focuses primarily upon slavery in the third world. He describes the plight of child prostitutes in Thailand, slaves born under control of the White Moors in Mauritania, charcoal workers in Brazil, brick kiln operators in Pakistan, bonded farmers in India, and prisoners of war in Burma. He provides both personal accounts from the lives of individual slaves, and an overview of legal, political, and historical factors which influence the particular manifestation of slavery in a given locality. Bales makes a convincing argument that the new forms of slavery are directly related to trends in the global economy, and that opposition to slavery must also take the form of an international, global awareness of the situation. A powerful expos of the dirty little secret of the global village. (12 b&w photos, not seen) -- Copyright ©1999, Kirkus Associates, LP. All rights reserved. --This text refers to the Hardcover edition.

Review
Praise for the first edition: )

Times Higher Education Supplement
"At its best an empirically informed general discussion of slavery in the modern world economy." --This text refers to the Hardcover edition.

The National Post (Canada)
"As fine and accessible a work of investigative reporting as any of the best that have appeared over the last decade. Serious, impassioned, and unflinching, he has told a story that is too often ignored, and that, as he points out, shames us all." --This text refers to an out of print or unavailable edition of this title.

The Santa Rosa Press Democrat
"If you read no other book this year, read this one." --This text refers to an out of print or unavailable edition of this title.

The Globe & Mail
"Kevin Bales knows pretty much all there is to know about slavery in the contemporary world. In Disposable People he parlays a combination of fact and indignation into a compelling indictment of an aspect of globalism most of us prefer not to think about. This is a timely and important expose. Bales has cast a little light into a very dark place. " --This text refers to an out of print or unavailable edition of this title.

Dallas Morning News
"An insightful overview [and] a powerful expos of human tragedy." --This text refers to an out of print or unavailable edition of this title.

Richard Pierre Claude, editor of Human Rights Quarterly
Convincing, emotionally wrenching, and freighted with appropriate moral indignation, Kevin Bales's startling presentation shows us that while the general public is convinced slavery is a historical phenomenon of the ancient past . . . it is in actu-ality a widespread tragedy found worldwide and on a large scale. This book innova-tively and usefully describes the permutations of an ancient tradition as it exists in this modern day and age. --This text refers to the Hardcover edition.

David Brion Davis, Director, Gilder Lehrman Center for the Study of Slavery and Abolition, Yale University
A timely and fascinating book . . . of crucial importance. Few people realize that the increasing globalization of the economy has led to the use of coerced labor in many parts of the globe. . . . Bales has traveled widely and has gathered a great amount of shocking and disturbing information. --This text refers to the Hardcover edition.

Kirkus Reviews
A numbing indictment of our blindness to the new forms of slavery. . . . A powerful expose of the dirty little secret of the global village. --This text refers to the Hardcover edition.

Christian Science Monitor
A gripping account of the major forms slavery takes around the world today, introducing enslaved people, their families, and entire social strata deprived of the most basic rights. . . . A remarkably effective short course in the need for flexible approaches tailored to specific conditions, yet guided by broad, universal principles to target the underlying causes. . . . Avoiding easy moralism and sensationalism alike, it discloses the daily soul-destroying brutality of slavery on our planet today. --This text refers to the Hardcover edition.

Product Description
Slavery is illegal throughout the world, yet more than twenty-seven million people are still trapped in one of history's oldest social institutions. Kevin Bales's disturbing story of contemporary slavery reaches from Pakistan's brick kilns and Thailand's brothels to various multinational corporations. His investigations reveal how the tragic emergence of a "new slavery" is inextricably linked to the global economy. This completely revised edition includes a new preface.

Card catalog description
Kevin Bales's disturbing investigation of conditions in Thailand, Mauritania, Brazil, Pakistan, India, and parts of America and Europe reveals the nature of the new slavery and how it has adapted to the global economy. But one thing remains the same: violence. People are still taken by force and held against their wills through fear. Bales interviews actual slaves, slaveholders, and public officials to reveal the lives of slaves, including enslaved brickmakers in Pakistan, sex slaves in Thailand, and domestic slaves in France. Throughout he uncovers the economic and social forces that sustain slavery, from the corruption of local governments to the complicity of multinational corporations. He pinpoints just who benefits from the incredible profits of the new slavery. And he shows how the lives of these slaves are bound by our own through our purchase of slave-made products or mutual funds that invest in companies using slave labor. In his conclusion, Bales offers suggestions for how individuals and governments can combat slavery and describes successful antislavery actions by international and local organizations. --This text refers to the Hardcover edition.

From the Inside Flap
"A well-researched, scholarly, and deeply disturbing exposé of modern-day slavery with well-thought-out strategies for what to do to combat this scourge. None of us is allowed the luxury of imagined impotence. We can do something about it."--Desmond Tutu

From the Back Cover
"A well-researched, scholarly, and deeply disturbing exposé of modern-day slavery with well-thought-out strategies for what to do to combat this scourge. None of us is allowed the luxury of imagined impotence. We can do something about it."-Desmond Tutu

About the Author
Kevin Bales is President of Free the Slaves, Washington, DC, (www.freetheslaves.net) and Professor of Sociology at the University of Surrey Roehampton, England. He is the world's leading expert on contemporary slavery.

How to Survive and Prosper as an Artist, 5th ed.: Selling Yourself Without Selling Your Soul

2008-08-21T05:07:00.000-07:00

Shannon Wilkinson, President, Cultural Communications
"Provides the best overview of political and other aspects of the art world that I have ever come across . . ."

Review

Praise for the fourth edition:

"Provides the best overview of political and other aspects of the art world that I have ever come across. . . It is a bible that every artist should have." --Shannon Wilkinson, president, Cultural Communications, New York

"This book should be required reading for every exhibiting artist." --Ellen Rixford, Graphic News

"This self-help career book is the pick of the litter." --Donna Marxer, Artists' News

"Michels is filled with energy and ideas. . . Her experience is the reader's bonus." --American Artist

Deidre Stein Greben, The New York Times, March 29, 1998
“... - Michels explodes the romantic notion of the starving artist.”

Barbara Schreiber, Art Papers, November-December 1998
“Michels provides information on art world politics that artists really need.”

Diana Bryan, Graphic News, Graphic Artists Guild, Spring 1998
“...the very best book I’ve found to demystify the artist’s process of dealing with the fine art/gallery world.”

Marion Wolberg Weiss, Southampton Press, April 18, 1996
“Michels is an optimistic ally... who dismisses the old cynic’s saw that ‘you can’t make a living as an artist.'”

Review
Praise for the fourth edition:

"Provides the best overview of political and other aspects of the art world that I have ever come across. . . It is a bible that every artist should have." --Shannon Wilkinson, president, Cultural Communications, New York

"This book should be required reading for every exhibiting artist." --Ellen Rixford, Graphic News

"This self-help career book is the pick of the litter." --Donna Marxer, Artists' News

"Michels is filled with energy and ideas. . . Her experience is the reader's bonus." --American Artist

Product Description

The classic handbook for launching and sustaining a career that "explodes the romantic notion of the starving artist", with new and expanded resources for succeeding in the burgeoning Internet art market (The New York Times)

Now in its fifth edition, with over 85,000 copies of previous editions sold, How to Survive and Prosper as an Artist is the preeminent guide to taking control of your career and making a good living in the art world. Drawing on over two decades of experience, Caroll Michels walks artists through the complicated process of balancing grants, gallery representation, private dealer sales, and a personal studio to ensure a public profile and a steady income. Included is a wealth of insider's information on getting into a gallery, being your own PR agent, and negotiating prices, as well as innovative marketing, exhibition, and sales opportunities for various art disciplines.

The new edition is fully updated with strategies for using the Web—everything from generating income through freelance work, to creating an entrepreneurial web site for promoting work to agents and clients, to assessing online galleries. An expanded and updated appendix adds more than 200 new resources such as Web designers, insurance and legal services for artists, internships, art colonies, and corporate and public art programs.

About the Author
Caroll Michels, a successful sculptor, is a career coach who has worked with thousands of artists since 1978. She lives in East Hampton, New York.

The Momentum Effect: How to Ignite एक्स्सप्शनल Growth

2008-08-21T05:04:00.000-07:00

From the Back Cover

A few rare companies have discovered the secret to sustained high growth: momentum. They’ve learned how to create the conditions that lead to exceptional organic growth–which feeds on itself, continually accelerating the business forward. In The Momentum Effect, J.C. Larreche introduces a complete framework for gaining momentum, keeping it, and harnessing its power. Drawing on new research and powerful case studies, Larreche demonstrates the stunning role of momentum in value creation. He sets out the process for developing the “power offers” that lie at the heart of this powerful force. This book offers a systematic process for creating momentum that will work in any business, in any industry, and under any market conditions. You’ll learn how to create new value through a momentum strategy and build the leadership competencies to deliver highly profitable growth over the next six months…five years…even decades.

•Pioneer or die: drive momentum and harness its stunning power
How momentum-powered firms create 80% more shareholder value

•Understand the drivers of momentum strategy
Craft power offers, mobilize for growth, and more

•Master the Momentum Process: design and execution
Eight specific steps to implement a long-term winning momentum strategy

•Climb the five-step Momentum Leadership Ladder
How leaders can systematically generate and direct momentum

"This book shows you how to build momentum for growth and leave your competitors trailing far in your wake!"

—Sir Richard Branson

"J.C. Larreche’s book, The Momentum Effect, is a must-read. It highlights why more marketing spend and further value extraction are not the key determinants for future growth. To create powerful momentum for exceptional growth, it is essential to offer innovative value to the marketplace. The Momentum Effect outlines just how to achieve this. The results are illuminating.

–W. Chan Kim & Renée Mauborgne, Authors of Blue Ocean Strategy

"How can companies achieve exceptional and sustained growth? The Momentum Effect explores this challenge and reveals successful strategies for originating new sources of growth and value from customers with the power to unlock great potential.”

–Dr. Daniel Vasella, Chairman & CEO, Novartis AG, Basel/Switzerland

About the Author

J.C. Larreche is Professor at INSEAD, the famous international business school, where he holds the Alfred H. Heineken Chair. It was as a student at Stanford that he was first nicknamed “J.C.” by his friends. It was also there, in the midst of Silicon Valley, that he developed an interest in the way some firms achieve exceptional growth while others don’t. Since then, his research, teaching, and consulting activities have focused on the discovery of systematic and practical ways to help businesses achieve quality growth that is not only exceptional but also sustainable.

J.C. has always combined his academic life with a business career, and is particularly sensitive to the practical day-to-day realities which executives have to deal with. He is a renowned consultant with leading global corporations, most of them listed in the global Fortune 500. Aged just 36, J.C. was appointed a nonexecutive director of the multinational firm that became ReckittBenckiser, and he kept that position for an exceptionally long tenure of 18 years. He is the Founding Chairman of StratX a strategic development consultancy with offices in Boston, Paris and Tokyo.

His academic work concentrates on fostering the fundamental capabilities that impact a firm’s ability to deliver growth and especially marketing excellence, customer focus, and innovation. J.C. is the author and coauthor of many books and articles, including Markstrat, the leading strategic marketing simulation used by more than one million executives worldwide. He has won many awards, including Marketing Educator of the Year and BusinessWeek’s European Case of the Year award. J.C. is also a respected executive educator whose programs are among the most highly rated in INSEAD’s excellent portfolio.

Annual Editions: Marketing 08/09

2008-08-21T05:02:00.000-07:00

Product Description
This 2009 Update Edition of ANNUAL EDITIONS: MARKETING 08/09 provides convenient, inexpensive access to current articles selected from the best of the public press. Organizational features include: an annotated listing of selected World Wide Web sites; an annotated table of contents; a topic guide; a general introduction; brief overviews for each section; a topical index; and an instructor’s resource guide with testing materials. USING ANNUAL EDITIONS IN THE CLASSROOM, 0073301906 is offered as a practical guide for instructors. ANNUAL EDITIONS titles are supported by our student website, www.mhcls.com/online.

The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters

2008-08-21T05:00:00.001-07:00

Product Description
Great copy is the heart and soul of the advertising business. In this practical guide, legendary copywriter Joe Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. For anyone who wants to break into the business, this is the ultimate companion resource for unlimited success.

From the Back Cover
A fun and authoritative guide to writing masterful copy

Great copy is the heart and soul of the advertising business, whether it's for print, television, radio, or any other medium. In The Adweek Copywriting Handbook, legendary copywriter and ad man Joseph Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy.

Sugarman walks you step by step through the entire copywriting process—from getting prepared to researching products and markets to getting ideas down on paper and polishing them to a brilliant sheen. He explains the vital elements that make great copy and explores the emotional triggers that convince consumers to buy. Sugarman gives you all the tools and tactics you need to write the same kind of effective selling copy that has brought him fame and fortune.

For anyone who wants to break into the advertising business, or ad pros who just want to get better at what they do, this is the ultimate companion resource. Complete with real examples of high-quality copy for various media, this practical and authoritative guide will tell you everything you need to know to write great copy—and get ahead in the cutthroat world of advertising.

"Sugarman is a living legend and by-God genius at writing copy that sells. This book is his masterpiece. It reveals all of his hard-earned secrets. The writing is riveting and the wisdom is worth gold. This is the best book on copywriting in the entire history of marketing."
—Joe Vitale, author, There's a Customer Born Every Minute

"There are a lot of great copywriters, but Sugarman is the best. He knows how to build a story and close a sale."
—Richard Thalheimer, President, The Sharper Image

"[Sugarman has] a real talent for promotion and writing advertisements."
—Albert Gore, former Vice President of the United States

About the Author
Joseph Sugarman, author of the bestselling Success Forces, is known throughout the advertising world as a copywriting legend and role model. His ads have moved millions of customers to reach for their wallets, and his JS&A Catalog was once America's largest single direct mail catalog of space-age products. He has given copywriting seminars throughout the United States, Europe, Asia, and Australia.

The Independent Film Producer's Survival Guide: A Business and Legal Sourcebook

2008-08-21T05:00:00.000-07:00

Cassian Elwes, William Morris Agency
If you are in the independent film business, you must read this book. --This text refers to an out of print or unavailable edition of this title.

Robert Dowling, editor of The Hollywood Reporter
By using the authors' techniques and suggestions, the prospects of success are clearly enhanced. --This text refers to an out of print or unavailable edition of this title.

Geoffrey Gillmore, programming director for Sundance Film Festival
A marvelous primer that actually delivers what it promises. --This text refers to an out of print or unavailable edition of this title.

Jean Picker Firstenberg, director/CEO of American Film Institute
This is a true bible for all aspiring — and active — independent producers. --This text refers to an out of print or unavailable edition of this title.

Jonathan Dana, producer's rep
This book is an invaluable how-to-do-it guide which belongs on your bookshelf if you produce independent films. --This text refers to an out of print or unavailable edition of this title.

Product Description
In this comprehensive guidebook, three experienced entertainment lawyers tell you everything you need to know to produce and market an independent film—from the development process to deal making, financing, setting up the production, hiring directors and actors, securing location rights, acquiring music, calculating profits, digital moving making, distribution, and marketing your movie. This all-new second edition has been completed updated.

From the Author
Balancing the inevitable tug between art and commerce is your job, but without film commerce, your art will never come into existence, much less reach an audience. The advice here reflects custom and practice in the entertainment industry here [in the Los Angeles area]. The emphasis is on the deals that need to be made. We give you an idea of the nature of various deals, point out the critical issues, and provide parameters that deals typically fall within and how they are documented. We hope this book can raise the level of sophistication of independent producers and result in more and better independent films being financed, produced, and distributed. --This text refers to an out of print or unavailable edition of this title.

About the Author
Gunnar Erickson currently practices entertainment law with Manatt, Phelps & Phillips in Los Angeles. He is a graduate of Stanford University and Yale Law School. He has been active with the UCLA Entertainment Law Symposium and taught Entertainment Law at Pepperdine Law School, as well as frequenly spoken and written about entertainment matters.

Mark Halloran is a principal of Halloran Law Corporation. In his studio days, Mark was Vice President, Feature Business Affairs at Universal Pictures, and Business Affairs Councel at Orion Pictures. In private law practice, Mark was a founding partner of Alexander, Halloran, Nau & Rose, and Erickson, Halloran & Small. Mark specializes in entertainment financing, production, and distribution, and acts as an expert witness in film, television, and music litigation. Mark is co-author of The Musician’s Guide to Copyright (Charles Scribner’s Sons) with Gunnar Erickson and Ned Hearn and the current The Musicians Business and Legal Guide (Jerome Headlands Press/Prentice Hall). He is co-chair of the SC Institute on Entertainment Law and Business, and serves on the Board of directors of the Los Angeles Chamber Singers.

Harris E. Tulchin is founder and Chairman of Harris Tulchin & Associates Ltd., with affiliated offices worldwide. He is a graduate of Cornell University and Hastings Law School and has specialized in entertainment production, finance, and distribution, communications, and multimedia law since 1978. He has lectured extensively at forums such as UCLA, the American Film Institute, Independent Feature Project, The Sundance Producer’s Conference, the Cannes, Toronto, Los Angeles Independent, Hollywood, Venice, Edinburgh (Scotland) and numerous other Film Festivals and has published numerous articles on entertainment law. He has served as Senior Vice President of Business Affairs and General Counsel for Cinema Group for United Artists; Director of Business Affairs at MGM Television; and Counsel for American International Pictures and Filmways Pictures. In addition, Mr. Tulchin acts as an expert witness in entertainment litigation, is an American Film Marketing Association arbitrator, serves as a producer’s representative on scores of completed films, as well as film projects, and has served as Executive Producer of nine feature films, including the critically acclaimed "To Sleep With Anger," distribution by Song and Goldwyn, and "Guy," financed and distributed by PolyGram. --This text refers to an out of print or unavailable edition of this title.

Persuasion: The Art of Getting What You Want

2008-08-21T04:58:00.000-07:00

Product Description
Praise for persuasion the art of getting what you want

"Dave has exposed the secrets of the most powerful persuaders in the world. This book is a step-by-step guide to changing minds and deeply influencing people in person, in print, on the air, or anyplace else you need to persuade. This book makes persuasion so easy and predictable that it may be the most dangerous persuasion book ever written . . . especially if it ends up in the hands of your competition."
—Mike Litman, CEO, Connect To Success, Inc. and coauthor of Conversations with Millionaires

"Dave Lakhani tells you everything you've just got to know about persuasion in this book. It is written provocatively, yet clearly. And it is sure to open your mind while enriching your bank account. I highly recommend it. Fasten your seatbelt when you read it. It takes you on a thrilling ride!"
—Jay Conrad Levinson, "The Father of Guerrilla Marketing" and author of the Guerrilla Marketing series of books

"Dave Lakhani understands persuasion like few do and is able to break the process down so anyone can understand and use it. I highly recommend this book to anyone who hopes to improve their ability to sell, market, advertise, or negotiate."
—Chet Holmes, Fortune 500 superstrategist and author of the Mega Marketing, Business Growth Masters, and Guerrilla Marketing Meets Karate Master sales programs

"Man, talk about persuasive. Dave convinced me to read and review his book, and I don't even like the guy."
—Blaine Parker, author of Million-Dollar Mortgage Radio

"Too few books actually put into practice what they promote. Dave Lakhani breaks the mold with this satisfying, powerful read."
—John Klymshyn, author of Move the Sale Forward

Download Description
Praise for persuasion the art of getting what you want ""Dave has exposed the secrets of the most powerful persuaders in the world. This book is a step-by-step guide to changing minds and deeply influencing people in person, in print, on the air, or anyplace else you need to persuade. This book makes persuasion so easy and predictable that it may be the most dangerous persuasion book ever written . . . especially if it ends up in the hands of your competition."" Mike Litman, CEO, Connect To Success, Inc. and coauthor of Conversations with Millionaires ""Dave Lakhani tells you everything you've just got to know about persuasion in this book. It is written provocatively, yet clearly. And it is sure to open your mind while enriching your bank account. I highly recommend it. Fasten your seatbelt when you read it. It takes you on a thrilling ride!"" Jay Conrad Levinson, ""The Father of Guerrilla Marketing"" and author of the Guerrilla Marketing series of books ""Dave Lakhani understands persuasion like few do and is able to break the process down so anyone can understand and use it. I highly recommend this book to anyone who hopes to improve their ability to sell, market, advertise, or negotiate."" Chet Holmes, Fortune 500 superstrategist and author of the Mega Marketing, Business Growth Masters, and Guerrilla Marketing Meets Karate Master sales programs ""Man, talk about persuasive. Dave convinced me to read and review his book, and I don't even like the guy."" Blaine Parker, author of Million-Dollar Mortgage Radio ""Too few books actually put into practice what they promote. Dave Lakhani breaks the mold with this satisfying, powerful read."" John Klymshyn, author of Move the Sale Forward

Get to the Top on Google: Tips and Techniques to Get Your Site to the Top of the Search Engine Rankings -- and Stay There

2008-08-21T04:56:00.000-07:00

.NET Magazine, August, 2008
"David Viney's book pulls off the difficult trick of both being comprehensible to beginners and offering a level of comprehensive (and up to date) detail that will appeal to older hands. It's divided into seven steps that broadly follow the timeline of an SEO campaign, with some useful case studies. Put simply, this book delivers what it promises."

The Press-Enterprise, June 30, 2008
The information in this very specific book can help you increase the effectiveness of your Web efforts and gain better visibility among the Web search results on Google and other search engines. David Viney shares his expertise in Search Engine Optimization and provides useful detail on the topic. Have you wondered if you need professional input in this area? Read here to find out how expert guidance, copywriting, site design and Web master services can supplement your efforts, and boost your visibility and sales. Viney explains how to assess your current results. He tells you how to make sure your Web page appears among search results in productive positions, but he doesn't overpromise about what you can accomplish. Much of his information is quite detailed and technical, but relatively accessible and applicable

Product Description
Written in a clear, non-technical, style by a leading expert in SEO (search engine optimization), GTTTOG explains techniques and strategies proven to return higher search engine rankings and sales. It addresses all aspects of search engine marketing and includes an assessment of the impact of Web 2.0 on Internet search strategies.

From the Publisher
Search Expert, David Viney, provides his top 5 tips to improve the search ranking of your business.

Court the Crawl
Don't bother with paid search engine submission services; they're now obsolete. If you have at least one link from another website, the search engine spiders will list you eventually. 90% of the market is controlled by the big 4 (Google, Yahoo!, MSN and Ask.com).

More important today is that all your pages carry the right weight (on Google, called "PageRank"). Make your site structure like a tree; the home page is the trunk, your categories the branches and the pages the leaves. Make your tree (a) symmetrical rather than lopsided, and (b) don't have too many branch levels before you reach the leaves. Less is more!

Find Phrases the Pay
What do you want to be top on Google for? Don't limit your ambitions to being top for the name of your business, but target instead searchers looking generally for services you offer.

The key is to research the popularity and competition for each search phrase. As an example, did you know that people search for "rugs" four times more often than "carpets", but that carpets features on twice as many pages? There are a number of keyword analysis tools on the web that help you find these "phrases that pay".

Target the Long Tail
Some phrases, like "mp3 player" are very competitive! Try targeting the longer phrases, as demand for these falls more slowly than supply!

For example, ranking well for "ski chalet Chamonix child care" is likely to be easier than "ski accommodation France" (and get more conversions)

Prime your Pages
The best-known part of Search Engine Optimization (SEO) is SEO copywriting, the art of writing content that both humans and search engines love.

Realize every part of the page is read by the spider, including the full URL (or page address).

The most important page elements are the page title, the full URL and the page headings.

Remember 3 rules; (a) prominence, (b) proximity and (c) density. Put your keywords nearer the front of a text block, keep them together and make sure they appear often.

Landing the Links
The Google algorithm gets tweaked often but retains a simple principle; sites that get mentioned often by others (on a topic) will rank better on that topic! You need links from other sites in (a) quantity, (b) quality and (c) containing the keywords or phrases that you want to be top for.

If you write great content, others will naturally find it and link to it over time, but you can speed this along through listing on directories, forum participation, article submission, online press release publication, and exchanging links with other webmasters. KEY FACTS Do not doubt the size of the prize on offer; It has never been as vital to top the search engines as it is today! 40% The U-Switch forecast for the percentage of all sales online by 2020. 90% Percentage of site visits that originate from the top four search engines 80% The Market Share of Google on most industry measures 84% Of users never go beyond the bottom of page two of the Google results 65% The percentage of users who never click on sponsored (or paid) ads

From the Back Cover
The vast majority of searchers never make it past page two of Google or click on sponsored listings, so being at the top of the standard search results can literally transform your business. Having your site in the top 10 is like having a store near the entrance of the largest shopping mall in history, while if you're outside the top 20 you could experience the frustration of an empty shop with few visitors and poor conversion rates.

Search engine optimization (or SEO for short) involves making it easy for search engines to find your website and boosting your position in their rankings. Get to the Top on Google is the first book to address all aspects of search engine marketing comprehensively through a simple, seven-step methodology, tried and tested with clients small and large, including Amazon and Microsoft. Designed to be accessible for the beginner but comprehensive enough for the skilled marketer, the book is illustrated with global case studies and covers emerging ideas in Web 2.0, local search optimization and the future of search itself.

Discover how to attract searchers with the phrases that pay, how to court the crawl of the Google spiders, tips for copywriting and link building, how to target the long tail, and techniques for tracking and fine-tuning your campaign to make more money online. This book could be the best investment you ever make in your website and your business.

About the Author
David is a leading search engine optimization (or S.E.O) expert and has initiated and steered multi-million pound e-business projects at two of the UK's biggest companies (British Airways and Centrica) and played a leading role in the relaunch and Internet marketing of the AA's website in 2001. As principal consultant and owner of SEO Expert Services, he works with companies large and small to improve their search engine placement. A regular speaker on e-commerce at industry and professional events, David is passionate about the power of the internet to transform our society. David is an L.S.E graduate, Chartered Accountant and IT Professional. He is a qualified C.S.E.M search engine marketeer and member of S.E.M.P.O, the Search Engine Marketing Professional Organization.

Market-Based Management

2008-08-21T04:55:00.000-07:00

Product Description

This unique book is built around a performance orientation and the belief that real learning occurs only with the application of knowledge. It emphasizes market-based management–with a focus on the linkages between marketing strategy and profitability, and provides a systematic method for learners to evaluate the profit impact of a marketing strategy.

Coverage that goes beyond marketing fundamentals features a three-fold integration of market-driven strategy, customer satisfaction, and profitable growth–giving readers the tools and techniques for delivering higher levels of customer satisfaction, marketing productivity and profitability. A special effort was made to include more coverage of customer loyalty marketing, performance metrics, customer relationship marketing, and brand and product line strategies.

For anyone interested in strategic marketing.

From the Back Cover

Are you looking for a marketing management book that takes a strategic approach and connects marketing decisions with financial implications? Is your course becoming more focused on customer relationships, customer satisfaction, and customer value?

If so, Market-Based Management, Third Edition, was written with you in mind.

--This text refers to an out of print or unavailable edition of this टाइटल.

It's Not How Good You Are, Its How Good You Want to Be: The World's Best Selling बुक

2008-08-21T04:53:00.001-07:00

Product Description
It's Not How Good You Are, It's How Good You Want to Be is a handbook of how to succeed in the world - a pocket 'bible' for the talented and timid to make the unthinkable thinkable and the impossible possible. The world's top advertising guru, Paul Arden, offers up his wisdom on issues as diverse as problem solving, responding to a brief, communicating, playing your cards right, making mistakes and creativity, all notions that can be applied to aspects of modern life. This book provides a unique insight into the world of advertising and is a quirky compilation of quotes, facts, pictures, wit and wisdom, packed into easy-to-digest, bite-sized spreads. If you want to succeed in life or business, this is a must!Paul Arden began his career in advertising at the age of 16. For 14 years he was Executive Creative Director at Saatchi and Saatchi, where he was responsible for some of Britain's best known campaigns including British Airways, Silk Cut, Anchor Butter, InterCity and Fuji. His famous slogans include 'The Car in front is a Toyota' and 'The Independent - It is - Are You?'. In 1993 he set up the London-based production company Arden Sutherland-Dodd where he is now a commercials director for clients such as BT, BMW, Ford, Nestle and Levis.

Sell Your Book on Amazon: The Book Marketing COACH Reveals Top-Secret "How-to" Tips Guaranteed to Increase Sales for Print-on-Demand and Self-Publishi

2008-08-21T04:53:00.000-07:00

Product Description

So You'd Like to. Become An Amazon Bestseller!

Don't wait. Publishing insider and CEO Brent Sampson reveals revolutionary advice guaranteed to increase your book sales on Amazon. Learn the powerful secrets used by successful Amazon authors every day. This informative and practical "how-to" guide shares new techniques that are proven to work.

Solutions Revealed!
Discover step-by-step methods for improving your exposure on Amazon and increasing your authority.

Secrets Exposed!
Increase your profitability by learning the secrets to short-discounting Amazon with just twenty percent.

Success Discovered!
Learn top-secret tactics that earn authors tens-of-thousands of dollars in royalties every month.

Amazon Approved
Find, understand, and control every Amazon possibility for maximum book sales.

Hi, I'm Brent Sampson.

Are you holding a manuscript in your hand that you wish Amazon was selling? Or do you already have a book on Amazon that you wish was selling better? In either case, Sell Your Book on Amazon will help you.

You will experience what I have seen first-hand as the president of Outskirts Press - that marketing success on Amazon can be the difference between hundreds and tens-of-thousands of dollars a month.

Amazon provides a phenomenal and global platform from which to sell your book. In fact, the opportunities may seem almost too colossal! But now, Sell Your Book on Amazon unveils it all for the first time. This book provides an easy-to-understand approach to increase your book sales on Amazon by exploring the steps you can take immediately.

Table of Contents

Foreword by Dan Poynter
Introduction
Get Your Book Listed
AuthorConnect & Author Profile Pages
Book Sales Page
Listmania!
So You'd Like to. Guides
Additional Amazon Possibilities
Pricing & Profitability

As Penny C. Sansevieri of Author Marketing Experts says, "Finally! A book that helps you demystify Amazon. If you have a book to sell, you simply must own Sell Your Book on Amazon."

Want proof? How did you get to this Amazon sales page? Maybe you clicked on it from a competitor's page or received a personalized email. However you got here, here you are! Sell Your Book on Amazon shows you ALL the ways to increase your book's exposure and make the tactics working for this book work for you, too.

Authors who know how to use Amazon's own system to their advantage simply sell more books. Once a book finds success on Amazon, it appears higher in the search results, leading to MORE exposure and more sales, and so on. It's the Amazon "virtuous circle" and the key to unlocking that brass ring is in your hands.

Introducing the exclusive TACTIC RANKING SYSTEM!

Marketing tactics are only as valuable as the profits they generate. Sell Your Book on Amazon ranks every technique so you can quickly and efficiently locate the marketing secrets that will lead to superior results:

***** Highly recommended. Receive the greatest exposure compared to time spent.
**** Very recommended. An acceptable investment is required for a profitable return.
*** Somewhat recommended. Check your profit margin. The expenditure may exceed the benefit.

Do you know how to beat Amazon at their own game? Do you know how Amazon Marketplace listings can offer "55 used copies" of your book when you haven't even sold that many? Do you know how to remove a 1-star review from your listing and get more 5-star reviews?

This book tells you how to do it all, plus so much more. It's a tremendous value with a wealth of information at your fingertips. Start increasing your book sales instantly by ordering today.

Web Design for ROI: Turning Browsers into Buyers & Prospects into लीड्स

2008-08-21T04:51:00.001-07:00

Review
"Most design books are about making your web site pretty. Others are about understanding the technical aspects. Web Design for ROI is the rare book that focuses on your web site doing what you want it to: make you money."
-- Bryan Eisenberg, bestselling author of Call to Action

"Filled with practical design tips proven to increase conversion rates and improve your online results."
-- Jeff Hackett, SVP, Online Sales, Wachovia

"The techniques are practical and easy to understand, and the strategic, ROI-based approach has won over senior management."
-- Janin Kompor, Director of Marketing, Decimal, Inc.

Product Description

Your web site is a business—design it like one.
Billions of dollars in spending decisions are influenced by web sites. So why aren't businesses laser-focused on designing their sites to maximize their Return on Investment (ROI)?

Web design can do more than make a site look good—it can be a powerful strategic weapon that enhances financial returns and creates competitive advantage.

It's time to make web sites accountable. It's time to make design decisions based on metrics and business goals. It's time for Web Design for ROI.

In this book you'll learn:

Why so many organizations think about web design the wrong way

How small design changes can have a big impact on your bottom line

Simple tips to increase web sales/leads by 10% – 50% (or more)

Concrete design guidelines for:

Landing pages
Home pages
Category pages
Detail pages
Forms
Checkout processes

Packed with helpful examples from a wide variety of sites!

The Culture Code: An Ingenious Way to Understand Why People Around the World Live and Buy as They Do

2008-08-21T04:51:00.000-07:00

From Publishers Weekly
French-born marketing consultant and psychoanalyst Rapaille takes a truism—different cultures are, well, different—and expands it by explaining how a nation's history and cultural myths are psychological templates to which its citizens respond unconsciously. Fair enough, but after that, it's all downhill. Rapaille intends his theory of culture codes to help us understand "why people do what they do," but the "fundamental archetypes" he offers are just trumped-up stereotypes. He often supports jarring pronouncements ("The Culture Code for perfection in America is DEATH") with preposterous generalizations and overstatements, e.g., Japanese men "seem utterly incapable of courtship or wooing a woman." Writing with the naïveté of someone who has learned about the world only through Hollywood films, he seems unaware that every person living within a nation's borders doesn't necessarily share the same cultural biases and references. Rapaille's successful consulting career is evidence that he's more convincing in the boardroom than he is on the page. Amid the overheated prose and dubious factoids, it's easy to overlook the book's scattered marketing proposals and employee-management tips. (June 6)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to the Hardcover edition.

Review

“This book is just plain astonishing! Filled with profound insights and ideas that have enormous consequences for today’s organizations. If you want to understand customers, Constituencies, and crowds, this book is required reading.”

--Warren Bennis, Distinguished Professor of Business, University of Southern California and author of On Becoming a Leader

Product Description

Why are people around the world so very different? What makes us live, buy, even love as we do? The answers are in the codes.

In The Culture Code, internationally revered cultural anthropologist and marketing expert Clotaire Rapaille reveals for the first time the techniques he has used to improve profitability and practices for dozens of Fortune 100 companies. His groundbreaking revelations shed light not just on business but on the way every human being acts and lives around the world.

Rapaille’s breakthrough notion is that we acquire a silent system of codes as we grow up within our culture. These codes—the Culture Code—are what make us American, or German, or French, and they invisibly shape how we behave in our personal lives, even when we are completely unaware of our motives. What’s more, we can learn to crack the codes that guide our actions and achieve new understanding of why we do the things we do.

Rapaille has used the Culture Code to help Chrysler build the PT Cruiser—the most successful American car launch in recent memory. He has used it to help Procter & Gamble design its advertising campaign for Folger’s coffee – one of the longest lasting and most successful campaigns in the annals of advertising. He has used it to help companies as diverse as GE, AT&T, Boeing, Honda, Kellogg, and L’Oréal improve their bottom line at home and overseas. And now, in The Culture Code, he uses it to reveal why Americans act distinctly like Americans, and what makes us different from the world around us.

In The Culture Code, Dr. Rapaille decodes two dozen of our most fundamental archetypes—ranging from sex to money to health to America itself—to give us “a new set of glasses” with which to view our actions and motivations. Why are we so often disillusioned by love? Why is fat a solution rather than a problem? Why do we reject the notion of perfection? Why is fast food in our lives to stay? The answers are in the Codes.

Understanding the Codes gives us unprecedented freedom over our lives. It lets us do business in dramatically new ways. And it finally explains why people around the world really are different, and reveals the hidden clues to understanding us all.

About the Author

Dr. CLOTAIRE RAPAILLE is the chairman of Archetype Discoveries Worldwide and has used this decoding approach for thirty years. He is the personal adviser to ten high-ranking CEOs and is kept on retainer by fifty Fortune 100 companies. He has been profiled in many national media outlets, including 60 Minutes II and on the front page of the New York Times Sunday Styles section. He lives in Tuxedo Park, New York.

Excerpt. © Reprinted by permission. All rights reserved.
From the Introduction to The Culture Code

The Culture Code is the unconscious meaning we apply to any given thing — a car, a type of food, a relationship, even a country — via the culture in which we are raised. The American experience with Jeeps is very different from the French and German experience because our cultures evolved differently (we have strong cultural memories of the open frontier; the French and Germans have strong cultural memories of occupation and war). Therefore, the Codes — the meaning we give to the Jeep at an unconscious level — are different as well. The reasons for this are numerous (and I will describe them in the next chapter), but it all comes down to the worlds in which we grew up. It is obvious to everyone that cultures are different from one another. What most people don’t realize, however, is that these differences actually lead to our processing the same information in different ways.

My journey toward the discovery of cultural codes began in the early 1970’s. I was a psychoanalyst in Paris at the time, and my clinical work brought me to the research of the great scientist Henri Laborit, who drew a clear connection between learning and emotion, showing that without the latter the former was impossible. The stronger the emotion, the more clearly an experience is learned. Think of a child told by his parents to avoid a hot pan on a stove. This concept is abstract to the child until he reaches out, touches the pan, and it burns him. In this intensely emotional moment of pain, the child learns what “hot” and “burn” means and is very unlikely ever to forget it.

The combination of the experience and its accompanying emotion create something known widely (and coined as such by Konrad Lorenz) as an imprint. Once an imprint occurs, it strongly conditions our thought processes and shapes our future actions. Each imprint helps make us more of who we are. The combination of these imprints defines us.

One of my most memorable personal imprints came when I was a young boy. I grew up in France, and when I was about four years old, my family received an invitation to a wedding. I’d never been to one before and I had no idea what to expect. What I encountered was remarkable. French weddings are unlike weddings in any other culture I know. The event went on for two days, nearly all of which was spent around a large communal table. People stood at the table to offer toasts. They stood on the table to sing songs. They slept under the table and (as I later learned) even seduced one another under the table. Food was always available. People drank le trou Normand, a glass of Calvados that allowed them to make room for more food. Others simply went to the bathroom to vomit so they could eat more. It was an amazing thing to see as a child and it left a permanent imprint on me. Forever more, I would always associate weddings with gustatory excess. In fact, the first time I went to a wedding in America, I was taken aback by how sedate it was in comparison. Recently, when I remarried, my wife (who also grew up in France) and I held the kind of multi-day feast that meant “wedding” to both of us.

Every imprint influences us on an unconscious level. When the work of Laborit crystallized this for me, I began to incorporate what I learned from him into my clinical work in Paris, most of which was being done with autistic children (in fact, Laborit led me to the theory that autistic children do not learn effectively because they lack the emotion to do so). The subject of imprinting also formed the foundation of the lectures I gave during this time. After one particular lecture at Geneva University, the father of a student approached me.

“Dr. Rapaille, I might have a client for you,” he said.

Always intrigued at the possibilities offered by another case, I nodded with interest. “An autistic child?”

“No,” he said, smiling, “Nestlé.”

At the time, focused on clinical and scholarly work, I barely understood what the word “marketing” meant. I therefore couldn’t possibly imagine what use I would be to a corporation. “Nestlé? What can I do for them?”

“We are trying to sell instant coffee in Japan, but we aren’t having as much success as we would like. Your work on imprints might be very helpful to us.”

We continued to talk and the man made me an extremely attractive offer. Not only were the financial terms considerable, but there was something promising about a project like this. Unlike my work with autistic children, where progress was painfully slow, this offer was a chance to quickly test theories I had developed about imprinting and the unconscious mind. It was an opportunity too good to pass up. I took a sabbatical and went off on my new assignment.

My first meeting with Nestlé executives and their Japanese advertising agency was very instructive. Their strategy, which today seems absurdly wrong but wasn’t as clear-cut in the ‘70s, was to try to convince Japanese consumers to switch from tea to coffee. Having spent some time in Japan previously, I knew that tea meant a great deal to this culture, but I had no sense of what emotions they attached to coffee. I decided to gather several groups of people together to discover how they imprinted the beverage. I believed there was a message there that could open a door for Nestlé.

I structured a three-hour session with each of the groups. In the first hour, I took on the persona of a visitor from another planet, someone who had never seen coffee before and had no idea how one “used” it. I asked for help understanding the product, believing their descriptions would give me insight into what they thought of it.

In the next hour, I had them sit on the floor like elementary school children and use scissors and a pile of magazines to make a collage of words about coffee. The goal here was to get them to tell me stories with these words that would offer me further clues.

In the third hour, I had participants lie on the floor with pillows. There was some hesitation among members of every group, but I convinced them I wasn’t entirely out of my mind. I put on soothing music and asked the participants to relax. What I was doing was calming their active brain waves, getting them to that tranquil point just before sleep. When they reached this state, I took them on a journey back from their adulthood, past their teenage years, to a time when they were very young. Once they arrived, I asked them to think again about coffee and to recall their earliest memory of it, the first time they consciously experienced it and, if it was different, their most significant memory of it.

I designed this process to bring participants back to their first imprint of coffee and the emotion attached to it. In most cases, though, the journey led nowhere. What this signified for Nestlé was very clear. While the Japanese had an extremely strong emotional connection to tea (something I learned without asking in the first hour of the sessions), they had at the most a very superficial imprint of coffee. Most, in fact, had no imprint of coffee at all.

Under these circumstances, Nestlé’s strategy of getting these consumers to switch from tea to coffee could only fail. Coffee could not compete with tea in the Japanese culture if it had such weak emotional resonance. Instead, if Nestlé was going to have any success in this market at all, they needed to start at the beginning. They needed to give the product meaning in this culture. They needed to create an imprint for coffee for the Japanese.

Armed with this information, Nestlé devised a new strategy. Rather than selling instant coffee to a country dedicated to tea, they created desserts for children infused with the flavor of coffee but without the caffeine. The younger generation embraced these desserts. Their first imprint of coffee was a very positive one, one they would carry throughout their lives. Through this, Nestlé gained a meaningful foothold in the Japanese market. Understanding the process of imprinting — and how it related directly to Nestlé’s marketing efforts — unlocked a door to the Japanese culture for them and turned around a floundering business venture.

It did something much more important for me, however. The realization that there was no significant imprint for coffee in Japan underscored for me that early imprinting has a tremendous impact on why people do what they do. In addition, the fact that the Japanese did not have a strong imprint for coffee while the Swiss (Nestlé is a Swiss company) obviously did made it clear that imprints vary from culture to culture. If I could get to the source of these imprints — if I could somehow “decode” elements of culture to discover the emotions and meanings attached to them — I would learn a great deal about human behavior and how it varies across the planet. This set me on the course of my life’s work. I went off in search of the codes hidden within the unconscious of every culture.

From Chapter Two:
The Growing Pains of an
Adolescent Culture: The Codes for Love, Seduction and Sex

As you will learn throughout this book, the American culture exhibits many of the traits consistent with adolescence: intense focus on “the now,” dramatic mood swings, constant need for exploration and challenge to authority, a fascination with extremes, openness to change and reinvention, and a strong belief that mistakes warrant second chances. As Americans, we feel we know more than our elders do (for instance, we rarely consult France, Germany, Russia, or England on our foreign policy), that their answers are out of date (we pay lit...

Words that Sell, Revised and Expanded एडिशन

2008-08-21T04:48:00.001-07:00

Product Description

More than 6,000 words and phrases that make the difference between "yadda-yadda-yadda" and copy that sells

Looking for a better way to say "authentic?" Words That Sell gives you 57 alternatives. How about "appealing?" Take your pick from 76 synonyms. You'll even find more than 100 variations on "exciting." Fully updated and expanded, this edition of the copywriting classic is packed with inspiration-on-demand for busy professionals who need to win customers--by mail, online, or in person.

More than 75 lists of powerful and persuasive words and phrases, including 21 new lists for this edition
Cross-referencing of categories to jump-start creative thinking
A crash course in basic copywriting techniques
Helpful lists of commonly misspelled words, confusing words, pretentious phrases to avoid, and more

Roget's is fine for writing term papers and letters to the editor, but when it comes to the business of writing copy that translates into sales, there is no substitute for Words That Sell.

Find the perfect words and phrases to win over customers

Grabbers that get attention:
No-risk offer * One day only! * No strings attached! * What have you got to lose? * All the right ingredients * Inside information * Do you enjoy...? * Leap into...

Descriptions and benefits that create appeal:
Irresistible * winning * zesty * huggable * satisfying * You'll fall in love with...* Your ticket to... * king-size * Gives you the power * baby-soft *

Clinchers to win over your customer:
Reap the benefits today * Don't miss out! * No risk now, no risk later! * You can do it!* You be the judge * Send for our free catalog * 100% satisfaction guarantee

Special strategies that seal the deal:
Five-star quality * You're worth it * Don't fall for... * We make life easier * You're one of a select few... * discriminating * Your thoughtful gift

About the Author

Richard Bayan spent over two decades as an award-winning advertising copywriter and copy chief. He is the author of three other books, including the companion to this book, More Words That Sell.

Electronic Commerce

2008-08-21T04:48:00.000-07:00

Product Description
Electronic Commerce, Seventh Edition covers emerging online technologies and trends and their influence on the electronic commerce marketplace. This edition highlights important security issues, such as spam and phishing, their role in organized crime and terrorism, identity theft, and online payment fraud. The pedagogical value of this new edition is enhanced through a fresh 4-color interior, and new and updated material that balances the technological with the strategic aspects of successful e-commerce.

Book Info
Provides a comprehensive introduction to the world of electronic commerce and the tools necessary to understand and capitalize on the explosion of Internet-based business in today's economy. Softcover. --This text refers to an out of print or unavailable edition of this title.

About the Author
Gary Schneider is the William S. Perlroth Professor of Accounting at Quinnipiac University. His prior teaching appointments include the University of San Diego, the University of Tennessee, and Xavier University. He has written widely on accounting and information systems topics and is the author of more than 50 books and 80 research papers. His books have been translated into Chinese, French, Italian, Korean, and Spanish. Gary's work has appeared in a number of journals including Interfaces, the IS Audit & Control Journal, and the Journal of Information Systems. Gary holds a Ph.D. in accounting information systems from the University of Tennessee, an MBA from Xavier University, and a BA in economics from the University of Cincinnati. He is a CPA and practiced public accounting in Ohio for 14 years before undertaking his academic career.

Dog

2008-08-21T04:46:00.001-07:00

From School Library Journal
PreSchool-K–This sturdy offering presents full-color photos of charismatic canines embellished with pull tabs and tactile (mostly furlike) textures. The brief, rhyming text highlights various critters and their behaviors, making comparisons and contrasts. On one page, a wheaton terrier (Little dog) is posed next to an English mastiff (Big dog) and a nervous-looking Chihuahua (Teeny dog quakes), while opposite, a neatly coiffed schnauzer backs away from a damp mutt in a tub and the verse finishes, Dry dog,/Wet dog–/shake,/shake,/shake! (a pull tab moves the bather's head from side to side). Unfortunately, some of the concepts are not as clearly presented. One spread reads: Happy dog,/Sad dog,/Friendly dog licks./Slobber dog,/Pant dog,/Drooly dog sticks! Aside from the awkward phrasing, children may not notice that the aforementioned pooch has a touchable sticky tongue (it's rather small) and miss the point completely. A page showing a Lab puppy in a squatting position declares, All dogs poop, while the English bulldog standing nearby lifts its leg–with the help of a pull tab–revealing, All dogs pee. The book ends with foldouts that introduce each pet by name and breed. Leave this one for the bookstore crowd.–Joy Fleishhacker, School Library Journal
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Product Description

From the creator of the #1 New York Times bestsellerTails and the million-copy-selling Fuzzy Yellow Ducklings

Doggone fun for toddlers!

In Matthew Van Fleet's captivating new multiconcept book, twenty breeds of capering canines demonstrate action words, opposites, synonyms, and more. Cleverly designed pull tabs and flaps plus ten pettable textures provide interactive treats that will have toddlers arfing along from start to surprising finish. Bow-WOW!

Our Daily Meds: How the Pharmaceutical Companies Transformed Themselves into Slick Marketing Machines and Hooked the Nation on Prescription Drugs

2008-08-21T04:46:00.000-07:00

From Publishers Weekly
Drug companies have institutionalized deception, said a former pharmaceutical executive at a 1990 Senate hearing. And former New York Times reporter Petersen details these deceptions with information that will be startling even to those who closely follow the news on big pharma. Her subtitle, How the Pharmaceutical Companies Transformed Themselves into Slick Marketing Machines and Hooked the Nation on Prescription Drugs, is most effectively illustrated in a chapter detailing Parke-Davis's aggressive marketing of the epilepsy drug Neurontin for everything, in blatant disregard of regulations against promoting drugs for uses not approved by the FDA. Such reporting, rather than style or analysis, is Petersen's strength. Much of what she recounts—such as the glut of copycat drugs like antacids, and marketers' lavish wining and dining of doctors—has been covered in books by others, like Marcia Angell. But Petersen fleshes out these issues and names prominent doctors who, she says, are on the take. She is particularly strong on the ghostwriting of medical journal articles by advertising agencies. She also covers less familiar matters, like the environmental impact of drug residues in water. There are quibbles; for instance, Petersen accepts without examination the bromide that most people take prescription drugs as a quick fix. But she ends with tough, sound suggestions for reforms to make the pharmaceutical industry honest and to protect consumers. (Mar.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Review

"Everyone talks about health care, but few ask why we're so sick to begin with. Melody Petersen's book goes a long way toward explaining that the people who came up with the 'cures' are actually the problem." —Bill Maher, Real Time

"A devastating, often shocking, critique of a once proud industry that has been converted by corporate greed into a vast marketing machine that is often a menace to health. Petersen supports her indictment with an abundance of fascinating detail and human interest stories. An excellent contribution to the growing demand for better regulation of an industry that has grown way too powerful and heedless of the interests of its customers." —Marcia Angell, M. D., Senior Lecturer in Social Medicine, Harvard Medical School and Arnold S. Relman, M. D., Prof. Emeritus of Medicine and of Social Medicine, Harvard Medical School

Product Description

In the last thirty years, the big pharmaceutical companies have transformed themselves into marketing machines selling dangerous medicines as if they were Coca-Cola or Cadillacs. They pitch drugs with video games and soft cuddly toys for children; promote them in churches and subways, at NASCAR races and state fairs. They’ve become experts at promoting fear of disease, just so they can sell us hope.

No question: drugs can save lives. But the relentless marketing that has enriched corporate executives and sent stock prices soaring has come with a dark side. Prescription pills taken as directed by physicians are estimated to kill one American every five minutes. And that figure doesn’t reflect the damage done as the overmedicated take to the roads.

Our Daily Meds connects the dots for the first time to show how corporate salesmanship has triumphed over science inside the biggest pharmaceutical companies and, in turn, how this promotion driven industry has taken over the practice of medicine and is changing American life.

It is an ageless story of the battle between good and evil, with potentially life-changing consequences for everyone, not just the 65 percent of Americans who unscrew a prescription cap every day. An industry with the promise to help so many is now leaving a legacy of needless harm.

About the Author

Melody Petersen covered the pharmaceutical beat for The New York Times
for four years. In 1997, her investigative reporting won a Gerald Loeb Award, one of the highest honors in business journalism. She lives with her husband in Los Angeles.

Introduction

Doctors call it the resurrection drug. They have watched as it freed patients from what seemed an inescapable death.

The medicine treats sleeping sickness, a disease far more lethal and terrifying than its name implies. Opportunistic tsetse flies spread the disease through much of Africa, devastating villages and killing tens of thousands of people a year. The jewel-eyed yellowish brown flies thrive in thickets along rivers where women and children go to collect water. With a bite, the bloodsuckers inject deadly parasites into their human victims. As the parasites multiply, their human hosts appear to go mad. The victims grow agitated and confused, slur their speech, and stumble. Finally come coma and death.

The pharmaceutical company that manufactured the medicine, a failed cancer drug with the tongue-twisting name eflornithine, abandoned it in 1995, seeing no profit in selling it in poor countries.

But the resurrection drug made its own revival a few years later—not in Africa, but in the United States, a land free of tsetse flies but with fourteen million women worried about unwanted facial hair. Another company began selling it in the form of a depilatory cream to minimize female mustaches. With its lavender-colored logo resembling a graceful swan and advertisements sporting young, beautiful models, eflornithine became another prescription drug marketing success.

The company christened its product Vaniqa.

This is a book about a great transformation in the prescription drug industry over the last twenty-five years. Once the most successful pharmaceutical companies were those with the brightest scientists searching for cures. Now the most profitable and powerful drugmakers are those with the most creative and aggressive marketers. The drug companies have become marketing machines, selling antidepressants like Paxil, pain pills like Celebrex, and heart medications like Lipitor with the same methods that Coca-Cola uses to sell Sprite and Procter & Gamble uses to sell Tide.

Selling prescription drugs—rather than discovering them—has become the pharmaceutical industry’s obsession.

Prescription drug marketing now permeates every corner of American society—from Sesame Street to nursing homes to the nightly news. Medicine ads sprout from billboards, scoreboards, the hoods of race cars, and the back covers of magazines—all once venues of the similarly ubiquitous cigarette ads of the 1960s and 1970s. Imitating neighborhood grocers, the drugmakers offer coupons, free gifts, and deals to buy six prescriptions and get one free. They hold sweepstakes and scholarship contests. They pay to sponsor rock concerts, movie premieres, and baseball’s major leagues.

The marketers make the use of their dangerous medicines look attractive and easy. Fentanyl, an addictive narcotic eighty times more potent than morphine, comes in a berry-flavored lollipop. Syringes used to inject children with growth hormone look like kaleidoscope-colored writing pens and PlaySkool toys. In 2006 drug companies gained approval to coat their pills with “pearlescent pigments” to enhance them with a shimmery satin luster and make them look as precious as their price.

During New York’s 2003 Fashion Week, swimsuit models shimmied down the catwalk, showing off Johnson & Johnson’s new contraceptive, a white-colored patch that was glued to the skin. By wearing the drug as a fashion accessory, one company executive explained, women “can look beautiful and feel confident.”

Men attending professional golf tournaments in 2004 heard a different pitch. Step right up for free tips on your golf game, offered marketers working in a tent promoting Cialis, a drug for erectile dysfunction. Step right up for a free video lesson from a sports psychologist, the salesmen invited. By the way, they added, do we have the perfect drug for you!

America has become the world’s greatest medicine show.

The marketing works. Never have Americans taken so many prescription drugs.

Americans spent $250 billion in 2005 on prescription drugs, more than the combined gross domestic product of Argentina and Peru. Americans spent more on prescription drugs in 2004 than they did on gasoline or fast food. They paid twice as much for their prescription medicines that year as they spent on either higher education or new automobiles.

The American prescription drug market is so lucrative that many foreign drug companies have moved in and now depend on Americans for most of their profits. For foreign executives, the math is simple. Americans spend more on medicines than do all the people of Japan, Germany, France, Italy, Spain, the United Kingdom, Australia, New Zealand, Canada, Mexico, Brazil, and Argentina combined.

As the medicine merchants have poured billions of dollars into selling their wares, they have become America’s most powerful industry. In the process, they have transformed American life. The small white-capped whiskey-colored bottles that once took up a corner of the bathroom cabinet now play a role in lives that few products can match. Almost 65 percent of the nation now takes a drug available only by prescription. Children line up in the dining hall of their summer camps to get their daily doses. Pharmacies stay open twenty-four hours to meet America’s demand. Even the dogs get Prozac if they howl too much at the moon.

The pharmaceutical companies build their laboratories on the campuses of public universities. They recruit patients for clinical trials at shopping malls and county fairs. On network television, the plots of prime-time shows revolve around brand name prescription drugs, at times at the suggestion of marketers at a pharmaceutical company.

The medicine promoters have turned what were once normal life events—menopause, despair from a divorce, anxiety caused by a workaholic boss—into maladies that can be treated with a pill. After all, when patients are customers and medicines are commodities, the industry thrives when people are ill—or believe they are.

The companies have found the United States, with its consumer-driven culture, a perfect medicine market. We expect instant gratification of our desires and a quick fix for whatever bothers or distracts. Americans are eager to believe in the panaceas offered in the six drug commercials that regularly accompany each evening’s news. We are told—and want to believe—that we can swallow a pill and soon be dancing on a dinner cruise, running on the beach, or playing football like John Elway, the former NFL quarterback and promoter of Prevacid, a heartburn pill. If we eat too many cheeseburgers and fries, there is comfort knowing one pill will settle our stomachs while another brings our cholesterol back down.

In the condos of Palm Beach, the bungalows of Los Angeles, and the farmhouses of Iowa, people are taking more and more pills. The average American collected more than twelve prescriptions from his pharmacy in 2006, up from eight prescriptions in 1994. Older Americans take home even more—an average of thirty prescriptions each year.

In 2003 Secretary of State Colin Powell explained the nation’s new prescription habit to a journalist for the Arabic newspaper Asharq Al-Awsat.

“So do you use sleeping tablets to organize yourself?” asked the writer, Abdul Rahman Al-Rashed.

“Yes. Well, I wouldn’t call them that,” Powell replied. “They’re a wonderful medication—not medication. How would you call it? They’re called Ambien, which is very good. You don’t use Ambien? Everybody here uses Ambien.”

There is a problem, however, with the new American way, one that the drug companies and doctors prescribing the medicines do not like to talk about. Experts estimate that more than a hundred thousand Americans die each year not from illness but from their prescription drugs. Those deaths, occurring quietly, almost without notice in hospitals, emergency rooms, and homes, make medicines one of the leading causes of death in the United States.

On a daily basis, prescription pills are estimated to kill more than 270 Americans—more than twice as many as are killed in automobile accidents. Prescription medicines, taken according to doctors’ instructions, kill more Americans than either diabetes or Alzheimer’s disease.

America has become “a grossly overprescribed nation,” says Dr. Arnold Relman, professor emeritus at Harvard Medical School and the former editor of The New England Journal of Medicine. “Again and again you see examples where patients get far more medication than they need. The average senior in America is probably taking twice or three times the medications they require.”

Doctors prescribe one drug only to create new problems for the patient with the pill’s side effects. Rather than realize the medicine is making them ill, patients believe they are just getting old and ask for even more pills. Arthritis patients get pain relievers, which raise their blood pressure. At their next visit, doctors prescribe medicines for hypertension, which come with a whole new set of adverse effects.

It is estimated that the nation may now pay as much to care for patients who were harmed by their prescriptions as it spends on those medicines in the first place.

Despite these injuries and deaths, the medicine merchants have not stopped with adults. They are now targeting the increasingly profitable and fast-growing medicine market for children. The companies’ marketers have created storybooks, video games, and soft, cuddly toys to attract children’s attention. They have also ...

Contemporary Advertising

2008-08-21T04:43:00.000-07:00

Product Description
Contemporary Advertising, 11/e, is one of the best-selling advertising texts in this field. Known as the “coffee table book” for Advertising, it is known for its current examples, the author’s ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples. Author Bill Arens continues to address the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns.

Book Info
Presents advertising as it is actually practiced: as a business, a marketing tool, a creative process & dynamic, hybrid discipline that employs various elements of the arts & sciences. DLC: Advertising. --This text refers to an out of print or unavailable edition of this title.

Words That Work: It's Not What You Say, It's What People Hear

2008-08-21T04:42:00.000-07:00

From Publishers Weekly
After repeating his mantra—"it's not what you say, it's what people hear"—so often in this book, you'd think that Republican pollster Luntz would have taken his own advice to heart. Yet in spite of an opening anecdote that superficially attempts a balanced tone, the book as a whole truly reads more like a manual for right-wing positioning. Even in the sections where he is less partisan, Luntz's advice is not particularly insightful. For instance, his first chapter, on "Ten Rules of Effective Language," starts by instructing readers to use small words and short sentences in their communications. The least effective section in the book is the chapter on "Personal Language for Personal Scenarios," where Luntz advocates manipulative strategies for getting out of traffic tickets, boarding airplanes at the last minute and apologizing to one's wife with the "miracle elixir" of flowers. The most readable and redeeming feature is the two case studies, where Luntz demonstrates his skill as a communicator by identifying real-world communications successes and failures. Unfortunately, by the time nonpartisan readers reach these chapters, they will have already lost patience. (Jan.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

From AudioFile
Luntz, an advisor to many political and corporate leaders, reads an impressive introductory chapter before narrator L.J. Ganser spells out the author's 10 characteristics of effective communication: simplicity, brevity, credibility, consistency, novelty, sound and texture, inspirational language, vivid pictures, questions, and context and relevance. In the introductory chapter and in a concluding interview, Luntz is a powerful speaker. He knows how to anchor his ideas in the larger cultural context. Expressing his ideas with remarkable skill, he's a pugnacious thinker who is not afraid to be blunt but is always respectful of how his voice and ideas are heard. In perfect sync with these qualities, L.J. Ganser's determined enunciation moves the rest of the pithy material along with clarity. T.W. © AudioFile 2007, Portland, Maine-- Copyright © AudioFile, Portland, Maine --This text refers to the Audio CD edition.

Wall Street Journal
"Words That Work deserves an attentive read. Mr. Luntz offers a fair amount of good advice to anyone who must communicate publicly--most important, "be the message." By this he means that if you want to talk the talk and be believed, you must walk the walk--which is to say, you must mean what you say and act on it. Integrity sells.

"As the book develops, Mr. Luntz's "words that work" turn out to be portals for his clients to think hard about what they and their opponents stand for and how to align their positions more closely with what their audiences actually care about. This isn't hocus-pocus. It's just the result of hard work, careful thought and empathy--the staples of all intelligent public discourse."

Senator John Kerry
"Frank Luntz understands the power of words to move public opinion and communicate big ideas."

Steve Wynn
"If you can't afford to hire Frank Luntz, you have to read Words that Work."

Tony Robbins
"a MUST read!"

The (London) Sunday Telegraph
"The pollster has a long track record of identifying the phrases that make or break political and corporate campaigns . . ."

Chris Matthews
"Dr. Luntz, you are a freaking genius. The book is called Words That Work and you're always right."

Washington Post.com
"One of the nation's leading pollsters and political language specialists."

Washington Post.com
"One of the nation's leading pollsters and political language specialists."

Financial Times
"Few political consultants can boast as many strings to their bow at such a young age as Frank Luntz. When he was barely in his thirties, the Republican wordsmith played a critical role in devising the Contract With America, which helped Newt Gingrich's Republican party win control of both houses of Congress for the first time in more than a generation....

"It is a fair bet that Luntz will play an influential role in the 2008 election, possibly in service of his old friend the former mayor of New York.

"Words That Work is Luntz's attempt to distil what he insists is his intrinsically honourable profession between two covers. To a large extent it works. Even where Luntz is protesting a bit too loudly - that negative attacks on political opponents rarely work, for example, and that, by implication, Luntz has never been involved in such skulduggery - he is always readable.

"Part lexicographic memoir, part self-help book, Words That Work shines when the accent is on the former. It is hard to think of any other political consultant in America who has coined as many effective slogans as Luntz. Some, such as his branding of the estate, or inheritance, tax as the "death tax", have remoulded conventional wisdom with devastating effect on their principally Democratic defenders.

"Others have crept into common usage less dramatically but just as effectively. Take "exploring for energy" instead of "drilling for oil", "tax relief" in place of "tax cuts", or "not giving" emergency hospital care to "illegal aliens" instead of "denying" it to "undocumented workers". Words, or rather the slicing and dicing of them to fashion our subliminal responses, do work, particularly when tried and tested in Luntz's two-hour "dial sessions", where volunteers convey their responses by turning a dial up or down in reaction to what they are seeing and hearing.

"Luntz has produced a fine book that teaches us a great deal about politics in today's America and about the minutely analysed mindset of the electorate. That Luntz's words are effective there can be little doubt."

Financial Times
"Few political consultants can boast as many strings to their bow at such a young age as Frank Luntz. When he was barely in his thirties, the Republican wordsmith played a critical role in devising the Contract With America, which helped Newt Gingrich's Republican party win control of both houses of Congress for the first time in more than a generation....

"It is a fair bet that Luntz will play an influential role in the 2008 election, possibly in service of his old friend the former mayor of New York.

"Luntz has produced a fine book that teaches us a great deal about politics in today's America and about the minutely analysed mindset of the electorate. That Luntz's words are effective there can be little doubt."

Product Description
The nation's premier communications expert shares his wisdom on how the words we choose can change the course of business, of politics, and of life in this countryIn Words That Work, Luntz offers a behind-the-scenes look at how the tactical use of words and phrases affects what we buy, who we vote for, and even what we believe in. With chapters like "The Ten Rules of Successful Communication" and "The 21 Words and Phrases for the 21st Century," he examines how choosing the right words is essential.Nobody is in a better position to explain than Frank Luntz: He has used his knowledge of words to help more than two dozen Fortune 500 companies grow. He'll tell us why Rupert Murdoch's six-billion-dollar decision to buy DirectTV was smart because satellite was more cutting edge than "digital cable," and why pharmaceutical companies transitioned their message from "treatment" to "prevention" and "wellness."If you ever wanted to learn how to talk your way out of a traffic ticket or talk your way into a raise, this book's for you.

About the Author
Dr. Frank Luntz is one of the most respected communication professionals in America. With his firm, Luntz Maslansky Strategic Research, he has conducted more than 1,500 surveys and focus groups for corporate, public affairs, and political clients in twenty countries. Luntz lives in McLean, Virginia.

Hypnotic Writing: How to Seduce and Persuade Customers with Only Your Words

2008-08-21T04:40:00.001-07:00

Review
"…[gives] a huge amount of useful advice and ideas…lots of valuable references too…" (Professional Marketing, June 2007)

Product Description
Discover the secrets of written persuasion!

"The principles of hypnosis, when applied to copywriting, add a new spin to selling. Joe Vitale has taken hypnotic words to set the perfect sales environment and then shows us how to use those words to motivate a prospect to take the action you want. This is truly a new and effective approach to copywriting, which I strongly recommend you learn. It's pure genius."
-Joseph Sugarman, author of Triggers

"I've read countless book on persuasion, but none come close to this one in showing you exactly how to put your readers into a buying trance that makes whatever you are offering them irresistible."
-David Garfinkel, author of Advertising Headlines That Make You Rich

"I am a huge fan of Vitale and his books, and Hypnotic Writing (first published more than twenty years ago), is my absolute favorite. Updated with additional text and fresh examples, especially from e-mail writing, Joe's specialty, Hypnotic Writing is the most important book on copywriting (yes, that's really what it is about) to be published in this century. Read it. It will make you a better copywriter, period."
-Bob Bly, copywriter and author of The Copywriter's Handbook

"I couldn't put this book down. It's eye opening and filled with genuinely new stuff about writing and persuading better. And it communicates it brilliantly and teaches it brilliantly-exemplifying the techniques by the writing of the book itself as you go along."
-David Deutsch, author of Think Inside the Box, www.thinkinginside.com

"Hypnotic Writing is packed with so much great information it's hard to know where to start. The insights, strategies, and tactics in the book are easy to apply yet deliver one heck of a punch. And in case there's any question how to apply them, the before-and-after case studies drive the points home like nothing else can. Hypnotic Writing is not just about hypnotic writing. It is hypnotic writing. On the count of three, you're going to love it. Just watch and see."
-Blair Warren, author of The Forbidden Keys to Persuasion

Permission Marketing : Turning Strangers Into Friends And Friends Into Customers

2008-08-21T04:40:00.000-07:00

Amazon.com
Seth Godin, one of the world's foremost online promoters, offers his best advice for advertising in Permission Marketing. Godin argues that businesses can no longer rely solely on traditional forms of "interruption advertising" in magazines, mailings, or radio and television commercials. He writes that today consumers are bombarded by marketing messages almost everywhere they go. If you want to grab someone's attention, you first need to get his or her permission with some kind of bait--a free sample, a big discount, a contest, an 800 number, or even just an opinion survey. Once a customer volunteers his or her time, you're on your way to establishing a long-term relationship and making a sale. "By talking only to volunteers, Permission Marketing guarantees that consumers pay more attention to the marketing message," he writes. "It serves both customers and marketers in a symbiotic exchange."

Godin knows his stuff. He created Internet marketer Yoyodyne and sold it in 1998 to Yahoo!, where he is a vice president. Godin delves into the strategies of several companies that successfully practice permission marketing, including Amazon.com, American Airlines, Bell Atlantic, and American Express. Permission marketing works best on the Internet, he writes, because the medium eliminates costs such as envelopes, printing, and stamps. Instead of advertising with a plain banner ad on the Internet, you should focus on discovering the customer's problem and getting permission to follow up with e-mail, he writes. Permission Marketing is an important and valuable book for businesses seeking better results from their advertising. --Dan Ring

From Publishers Weekly
Godin, a business whiz kid who does direct marketing for Yahoo!, asks a provocative question: Does advertising work? He cites example after example of recent misguided campaigns, a "waste jamboree" of traditional ads aimed at consumers who no longer care. There's an "infoglut" out there, he says, of ads in myriad media whose only power is to "interrupt" people's lives. Godin's professional journey to his current status as a guru of online promotion began with his work for such industry bigs as Prodigy and AOL. Now, he specializes in direct-mail campaigns online, where he takes advantage of the interactive nature of the technology. Using traditional terms such as reach and frequency to define his efforts, he moves further, into the touchy-feely area of "permission marketing," his term for developing a personal relationship with consumers, where they actually enjoy receiving correspondence. On tape, Godin's message is winning because of his youthful attitude: self-assured, at times cocky, but always sensible. Based on the 1999 Simon & Schuster hardcover. (Aug.)
Copyright 1999 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

From The Industry Standard
If you've ever bought anything online, you know that most Net stores ask for your e-mail address. Many of them also ask you to check a box if you're interested in hearing about special offers – that's an example of permission or opt-in marketing.

It's also permission marketing when a McDonald's counterperson asks, "Doyouwantfrieswiththat?" Because you have already ordered a Big Mac, so the logic goes, you have implicitly stated that you could be interested in other products.

Seth Godin, chief marketer at Yahoo and author of Permission Marketing, would be the first to admit there's nothing intrinsically new about the premise of his book. That said, Godin asserts that in the Internet Economy, permission marketing is perhaps the only thing that can save us from being buried under a mountain of spam.

In Godin's view, permission marketing is good for advertisers because, in an increasingly cluttered world, it ensures that consumers will be more open to an advertiser's pitch. Individual pitches will be more relevant, expected and, thus, welcomed. For the same reasons, permission marketing should be good for consumers. This is the way it's supposed to work, anyway.

The picture gets cloudy when you consider how marketers really do business. Consider, for example, last year's Federal Trade Commission complaint against GeoCities. If GeoCities members failed to check a box opting out of marketing offers, they were assumed to have given permission to accept ads not only from GeoCities, but from all the companies to which the company sold its marketing information. GeoCities denied any dirty tricks, although it did agree to revise its disclosure policies.

After all, in the new world of marketing, Godin says, what you do with your customers' data is just as important as getting it in the first place.

– Maria De La O

OTHER NEW TITLES OF INTEREST

The Alchemy of Growth
By Mehrdad Baghai, Stephen Coley and David White (Perseus Books, $28)
Three McKinsey & Co. consultants outline the three horizons of sustainable growth.

Digital Capitalism
By Dan Schiller (MIT Press, $30)
A skeptical look at the Net's evolution from military-industrial network to capitalist tool.

Trust in Cyberspace
Edited by Fred B. Schneider (National Academy Press, $45)
A major military-intelligence study of the security and reliability of the nation_s _networked information systems.

From AudioFile
The marketing vice president of YAHOO! explains that consumershave learned to ignore traditional media ads, which steal theirattention by being placed in the midst of print or TVentertainment. In permission marketing, the consumer is invited, withincentives, to become engaged with the advertising message. Thisstrategy produces a pool of consumers more likely to buy becausethey've agreed to their involvement, and it's less expensive thanbroadcasting to a wider indifferent audience. The author also has someastute ideas about ad economics and how to measure responses to adcampaigns. A fabulous account of some important marketing ideas.T.W. © AudioFile 2001, Portland, Maine-- Copyright © AudioFile, Portland, Maine --This text refers to an out of print or unavailable edition of this title.

Review
Tom PetersSeth Godin moves to the front ranks of Internet Marketing Gurus with this masterful book. It's trite to say it, but this is a real "must read."

Business WeekSeth Godin is the ultimate entrepreneur for the Information Age.

Robert TercekSenior Vice-President, Sony Pictures EntertainmentThe principles of Permission Marketing are incredibly valuable to everyone involved in media today.

Lester WundermanChairman-Emeritus of Wunderman Cato Johnson, the largest direct-marketing firm in the world; author of Being Direct.Advertisers are going to have to learn how to deliver messages with frequency and low cost if they are to cope with the increasing competition for the consumer's attention. Seth Godin's Permission Marketing is a big idea.

William C. TaylorFounding Editor, Fast CompanyGodin and his colleagues are working to persuade some of the most powerful companies in the world to reinvent how they relate to their customers. His argument is as stark as it is radical: Advertising just doesn't work as well as it used to -- in part because there's so much of it, in part because people have learned to ignore it, in part because the rise of the Net means that companies can go beyond it.

Mark KwammeCEO, CKS GroupPermission Marketing is a testament to Godin's profound grasp of digital marketing. "Interruption Marketers" everywhere would do well to read this book.

Eric HippeauChaiman, Ziff-Davis, Inc.Finally, here's a measurable method for marketing in a world filled with clutter.

Review
William C. Taylor Founding Editor, Fast Company Godin and his colleagues are working to persuade some of the most powerful companies in the world to reinvent how they relate to their customers. His argument is as stark as it is radical: Advertising just doesn't work as well as it used to -- in part because there's so much of it, in part because people have learned to ignore it, in part because the rise of the Net means that companies can go beyond it.

Product Description
The man Business Week calls "the ultimate entrepreneur for the Information Age" explains "Permission Marketing" -- the groundbreaking concept that enables marketers to shape their message so that consumers will willingly accept it.

Whether it is the TV commercial that breaks into our favorite program, or the telemarketing phone call that disrupts a family dinner, traditional advertising is based on the hope of snatching our attention away from whatever we are doing. Seth Godin calls this Interruption Marketing, and, as companies are discovering, it no longer works.

Instead of annoying potential customers by interrupting their most coveted commodity -- time -- Permission Marketing offers consumers incentives to accept advertising voluntarily. Now this Internet pioneer introduces a fundamentally different way of thinking about advertising products and services. By reaching out only to those individuals who have signaled an interest in learning more about a product, Permission Marketing enables companies to develop long-term relationships with customers, create trust, build brand awareness -- and greatly improve the chances of making a sale.

In his groundbreaking book, Godin describes the four tests of Permission Marketing:

1. Does every single marketing effort you create encourage a learning relationship with your customers? Does it invite customers to "raise their hands" and start communicating?

2. Do you have a permission database? Do you track the number of people who have given you permission to communicate with them?

3. If consumers gave you permission to talk to them, would you have anything to say? Have you developed a marketing curriculum to teach people about your products?

4. Once people become customers, do you work to deepen your permission to communicate with those people?

And in numerous informative case studies, including American Airlines' frequent-flier program, Amazon.com, and Yahoo!, Godin demonstrates how marketers are already profiting from this key new approach in all forms of media.

Download Description
Seth Godin takes the concept of one-to-one marketing to the next level in this exciting introduction to "permission marketing" -- a dynamic new technique that encourages consumers to seek out information and allows businesses to direct their efforts in the most efficient and effective way. Drawing on his own experiences as founder and president of Yoyodyne -- the first company to create promotions and direct mail campaigns on-line -- and on the success stories of companies like American Airlines and Amazon.com, Godin shows that permission marketing breaks through consumer resistance, creates trust, builds brand awareness, and greatly improves the chances of a sale.

Book Info
Discusses permission marketing that offers consumers incentives to accept advertising voluntarily. Enables companies to develop longterm relationships with customers, create trust, build brand awareness, and improve the chances of making a sale.

From the Back Cover
"Seth Godin is the ultimate entrepreneur for the Information Age."
* Business Week

"The principles of permission marketing are incredibly valuable to everyone
involved in media today."
* Robert Tercek, SVP Digital Media, Sony Pictures Entertainment

"Advertisers are going to have to learn how to deliver messages with
frequency and low cost if they are to cope with the increasing competition
for the consumer's attention. Seth Godin's Permission Marketing is a big
idea."
* Lester Wunderman, Chairman-Emeritus of Wunderman Cato Johnson, the
largest direct-marketing firm in the world, author of Being Direct.

"Godin and his colleagues are working to persuade some of the most powerful
companies in the world to reinvent how they relate to their customers. His
argument is as stark as it is radical: Advertising just doesn't work as well
as it used to-in part because there's so much of it, in part because people
have learned to ignore it, in part because the rise of the Net means that
companies can go beyond it."
* William C. Taylor, Founding Editor, Fast Company

"Permission Marketing is a testament to Godin's profound grasp of digital
marketing. 'Interruption Marketers' everywhere would do well to read this
book."
* Mark Kwamme, CEO, CKS Group

"Finally, here's a measurable method for marketing in a world filled with
clutter."
* Eric Hippeau, Chaiman, Ziff Davis Inc

About the Author
Seth Godin is Vice-President of Direct Marketing for Yahoo! He founded Yoyodyne, the first company to create promotions and direct-mail campaigns on-line, and helped build the company into the on-line Permission Marketing pioneer before selling it to Yahoo! in 1998. Yoyodyne clients included AT&T, Carter-Wallace, H&R Block, Sprint, Columbia Record Club, and hundreds of other companies.

Godin graduated from Tufts University in 1982 with a degree in computer science and philosophy, and he earned his MBA in marketing from Stanford Business School. From 1983 to 1986, he worked as a brand manager at Spinnaker Software, where he led the team that developed the first generation of multimedia products, working with such forward-thinking authors as Arthur C. Clarke and Michael Crichton. He is a recipient of the 1998 Momentum Award, honoring outstanding Internet industry accomplishments. His e-mail address is Seth@permission.com.

Excerpt. © Reprinted by permission. All rights reserved.
Chapter One: The Marketing Crisis That Money Won't Solve

You're not paying attention. Nobody is.

It's not your fault. It's just physically impossible for you to pay attention to everything that marketers expect you to -- like the 17,000 new grocery store products that were introduced last year or the $1,000 worth of advertising that was directed exclusively at you last year.

Is it any wonder that consumers feel as if the fast-moving world around them is getting blurry? There's TV at the airport, advertisements in urinals, newsletters on virtually every topic, and a cellular phone wherever you go.

This is a book about the attention crisis in America and how marketers can survive and thrive in this harsh new environment. Smart marketers have discovered that the old way of advertising and selling products isn't working as well as it used to, and they're searching aggressively for a new, enterprising way to increase market share and profits. Permission Marketing is a fundamentally different way of thinking about advertising and customers.

THERE'S NO MORE ROOM FOR ALL THESE ADVERTISEMENTS!

I remember when I was about five years old and started watching television seriously. There were only three main channels -- 2, 4, and 7, plus a public channel and UHF channel for when you were feeling adventuresome. I used to watch Ultraman every day after school on channel 29.

With just five channels to choose from, I quickly memorized the TV schedule. I loved shows like The Munsters, and I also had a great time with the TV commercials. Charlie the Tuna, Tony the Tiger, and those great board games that seemed magically to come alive all vied for my attention. And they got it.

As I grew up, it seemed as though everyone I met was part of the same community. We saw the same commercials, bought the same stuff, discussed the same TV shows. Marketing was in a groove -- if you invented a decent product and put enough money into TV advertising, you could be pretty sure you'd get shelf space in stores. And if the ads were any good at all, people bought the products.

About ten years ago I realized that a sea change was taking place. I had long ago ceased to memorize the TV schedules, I was unable to keep up with all the magazines I felt I should be reading, and with new alternatives like Prodigy and a book superstore, I fell hopelessly behind in my absorption of media.

I found myself throwing away magazines unopened. I was no longer interested enough in what a telemarketer might say to hesitate before hanging up. I discovered that I could live without hearing every new Bob Dylan album and that while there were plenty of great restaurants in New York City, the ones near my house in the suburbs were just fine.

The clutter, as you know, has only gotten worse. Try counting how many marketing messages you encounter today. Don't forget to include giant brand names on T-shirts, the logos on your computer, the Microsoft start-up banner on your monitor, radio ads, TV ads, airport ads, billboards, bumper stickers, and even the ads in your local paper.

For ninety years marketers have relied on one form of advertising almost exclusively. I call it Interruption Marketing. Interruption, because the key to each and every ad is to interrupt what the viewers are doing in order to get them to think about something else.

INTERRUPTION MARKETING -- THE TRADITIONAL APPROACH TO GETTING CONSUMER ATTENTION

Almost no one goes home eagerly anticipating junk mail in their mailbox. Almost no one reads People magazine for the ads. Almost no one looks forward to a three-minute commercial interruption on must see TV.

Advertising is not why we pay attention. Yet marketers must make us pay attention for the ads to work. If they don't interrupt our train of thought by planting some sort of seed in our conscious or subconscious, the ads fall. Wasted money. If an ad falls in the forest and no one notices, there is no ad.

You can define advertising as the science of creating and placing media that interrupts the consumer and then gets him or her to take some action. That's quite a lot to ask of thirty seconds of TV time or twenty-five square inches of the newspaper, but without interruption there's no chance for action, and without action advertising flops.

As the marketplace for advertising gets more and more cluttered, it becomes increasingly difficult to interrupt the consumer. Imagine you're in an empty airport, early in the morning. There's hardly anyone there as you stroll leisurely toward your plane.

Suddenly someone walks up to you and says, "Excuse me, can you tell me how to get to gate seven?" Obviously you weren't hoping for, or expecting, someone to come up and ask this question, but since he looks nice enough and you've got a spare second, you interrupt your train of thought and point him on his way.

Now imagine the same airport, but it's three in the afternoon and you're late for your flight. The terminal is crowded with people, all jostling for position. You've been approached five times by various faux charities on your way to the gate, and to top it all off you've got a headache.

Same guy comes up to you and asks the same question. Odds are, your response will be a little different. If you're a New Yorker, you might ignore him altogether. Or you may stop what you were doing, say "Sorry," and then move on.

A third scenario is even worse. What if he's the fourth, or the tenth, or the one hundredth person who's asked you the same question? Sooner or later you're going to tune out the interruptions. Sooner or later it all becomes background noise.

Well, your life is a lot like that airport scene. You've got too much to do and not enough time to get it done. You're being accosted by strangers constantly. Every day you're exposed to more than four hours of media. Most of it is optimized to interrupt what you're doing. And it's getting increasingly harder and harder to find a little peace and quiet.

The ironic thing is that marketers have responded to this problem with the single worst cure possible. To deal with the clutter and the diminished effectiveness of Interruption Marketing, they're interrupting us even more!

That's right. Over the last thirty years advertisers have dramatically increased their ad spending. They've also increased the noise level of their ads -- more jump cuts, more in-your-face techniques -- and searched everywhere for new ways to interrupt your day.

Thirty years ago clothing did not carry huge logos. Commercial breaks on television were short. Magazines rarely had three hundred pages of ads (as many computer magazines do today). You could even watch PBS without seeing several references to the "underwriter."

As clutter has increased, advertisers have responded by increasing clutter. And as with pollution, because no one owns the problem, no one is working very hard to solve it.

CONSUMERS ARE SPENDING LESS TIME SEEKING ALTERNATIVE SOLUTIONS

In addition to clutter, there's another problem facing marketers. Consumers don't need to care as much as they used to. The quality of products has increased dramatically. It's increased so much, in fact, that it doesn't really matter which car you buy, which coffee maker you buy, or which shirt you buy. They're all a great value, and they're all going to last a good long while.

We've also come a long way as consumers. Ninety years ago it was unusual to find a lot of brand-name products in a consumer's house. Ninety years ago we made stuff, we didn't buy it. Today, however, we buy almost everything. Canned goods. Bread. Perked coffee. Even water. As a result, we already have a favorite brand of almost everything. If you like your favorite brand, why invest time in trying to figure out how to switch?

We're not totally locked in, of course. It wasn't too long ago that cake mix was a major innovation. Just a few years ago we needed to make major decisions about which airline was going to be our supplier of frequent flier miles. And today, if you're going to get health care, you've got to make a serious choice. But more often than not, you've already made your decisions and you're quite happy with them.

When was the last time someone launched a major new manufacturer of men's suits? Or a large nationwide chain of department stores? Or a successful new nationwide airline? Or a fast-food franchise? It can be done, certainly, but it doesn't happen very often. One of the reasons it's such a difficult task is that we're pretty satisfied as consumers.

If the deluge of new products ceased tomorrow, almost no one would mind. How much more functional can a T-shirt get? Except for fast-moving industries like computers, the brands we have today are good enough to last us for years and years. Because our needs as consumers are satisfied, we've stopped looking really hard for new solutions.

Yet because of the huge profits that accrue to marketers who do invent a successful new brand, a new killer product, a new category, the consumer is deluged with messages. Because it's not impossible to get you to switch from MCI to Sprint, or from United Airlines to American Airlines, or from Reebok to Nike, marketers keep trying. It's estimated that the average consumer sees about one million marketing messages a year -- about 3,000 a day.

That may seem like a lot, but one trip to the supermarket alone can expose you to more than 10,000 marketing messages! An hour of television might deliver forty or more, while an issue of the newspaper might have as many as one hundred. Add to that all the logos, wallboards, junk mail, catalogs, and unsolicited phone calls you have to process every day, and it's pretty easy to hit that number. A hundred years ago there wasn't even a supermarket, there wasn't a TV show, and there weren't radio stations.

MASS MEDIA IS DEAD. LONG LIVE NICHE MEDIA!

Technology and the marketplace have also brought the consumer a glut of ways to be exposed to advertising. When the FCC ruled the world of television, there were only three networks and a handful of independents. Networks...

Marketing Research with SPSS

2008-08-21T04:38:00.000-07:00

Product Description
Real Data, Real People, Real Research

Experience what it's like to work at the frontlines of the marketing research industry! In Marketing Research, 7th Edition, Carl McDaniel, founder of the University of Texas at Arlington's MS In Marketing Research program, and Roger Gates, a full-time marketing researcher, offer you an engaging, highly entertaining, and thoroughly real look at the field today.

Drawing from their own real-life experiences, the authors provide insights into the latest trends, what works and what doesn't, and what separates the good research from the bad.

You'll discover how to effectively use marketing research to make critical decisions, learn how to manage people, know what to look for in a marketing research report, and much more.

Highlights of the Seventh Edition
* Three new data cases are based on real data gathered from a nationwide sample of 2,000 college-aged students from the Survey Sampling International database. Cases include and online dating service, an online student travel service, and a new chain of combination fast food/convenience stores.
* A new video on Focus Groups shows college students discussing online dating.
* From the Front Line boxes present real-life insights from practicing professionals at Roger Gates's research firm, DSS Research.
* A Student Version of SPSS 14.0 is packaged with this text.
* SPSS exercises follow each quantitative chapter. Data sets and Excel-based versions of the SPSS exercises are available on the Companion Web Site.
* New web quizzes enable students to test their understanding of the material.
* Includes many new chapter-opening vignettes, global vignettes, and real-life research cases, based on real companies such as Proctor & Gamble, Starbucks, Swiffer dust mops, Gap, and Coach Handbags.

From the Back Cover
Real Data, Real People, Real Research

Experience what it’s like to work at the frontlines of the marketing research industry! In Marketing Research, 7th Edition, Carl McDaniel, founder of the University of Texas at Arlington’s MS In Marketing Research program, and Roger Gates, a full-time marketing researcher, offer you an engaging, highly entertaining, and thoroughly real look at the field today.

Drawing from their own real-life experiences, the authors provide insights into the latest trends, what works and what doesn’t, and what separates the good research from the bad.

You’ll discover how to effectively use marketing research to make critical decisions, learn how to manage people, know what to look for in a marketing research report, and much more.

Highlights of the Seventh Edition

Three new data cases are based on real data gathered from a nationwide sample of 2,000 college-aged students from the Survey Sampling International database. Cases include and online dating service, an online student travel service, and a new chain of combination fast food/convenience stores.
A new video on Focus Groups shows college students discussing online dating.
From the Front Line boxes present real-life insights from practicing professionals at Roger Gates’s research firm, DSS Research.
A Student Version of SPSS 14.0 is packaged with this text.
SPSS exercises follow each quantitative chapter. Data sets and Excel-based versions of the SPSS exercises are available on the Companion Web Site.
New web quizzes enable students to test their understanding of the material.
Includes many new chapter-opening vignettes, global vignettes, and real-life research cases, based on real companies such as Proctor & Gamble, Starbucks, Swiffer dust mops, Gap, and Coach Handbags.

The Science of Influence: How to Get Anyone to Say "Yes" in 8 Minutes or Less!

2008-08-21T04:34:00.000-07:00

Product Description
New secrets to getting what you want every time
The Science of Influence shows readers how to get anyone to say "yes" in eight minutes or less. Synthesizing the latest research in the field of influence with real-world tested experiences, it presents simple secrets that help readers turn a "no" into a "yes." Every secret in this book has been rigorously tested, validated, and found reliable academically and in the real world.
Readers learn dozens of all-new techniques and strategies for influencing others including how to reduce resistance to rubble; send unconscious nonverbal messages that are consciously undetectable; make people feel instantly comfortable in your presence; decode body language; build credibility; and be persistent without being a pain.
The Science of Influence turns the enigmatic art of influence and persuasion into a science anyone can master.
Kevin Hogan, PsyD (Eagan, MN), is a dynamic motivational speaker and expert on unconscious influence and body language for the BBC, the New York Post, and such popular magazines as Cosmopolitan and Playboy. He teaches Persuasion and Influence at the University of St. Thomas Management Center. He is the author of 12 books including bestsellers such as Irresistible Attraction: Secrets of Personal Magnetism and The Psychology of Persuasion.

From the Inside Flap
In the last decade, scientific research has revealed new and amazing insights into how persuasion really works. For The Science of Influence, persuasion expert Kevin Hogan examined and road-tested all the newest research and tactics in influence and here presents the best new ideas and strategies. Coupled with the most effective of the traditional persuasion techniques, this book offers a simple, concise, and practical compendium of what works and what doesn't.

For salespeople, marketing professionals, and anyone who persuades others for a living, there's no excuse for not having the newest, most effective tools and tactics at hand—and this book provides them. Hogan combines these techniques into a revolutionary system that will get anyone to say "yes" in eight minutes or less.

With a wealth of the best new ideas and techniques—as well as secrets of persuasion never before revealed—The Science of Influence will show you how to:

Present a convincing physical appearance
Read and send powerful and effective body language messages
Turn on the charm for maximum effect
Make your target feel comfortable talking to you
Ask questions to learn about your target's values, desires, needs, and beliefs
Use secret tools to build credibility fast
Convince your target of the negative consequences of a "no"
Be persistent—but not annoying

The Science of Influence also reveals the hard science behind the most effective techniques—how the surrounding environment affects your listener, how they form habits and routines (and how to break them), and how the conscious and unconscious minds work. More than just a book about salesmanship, this book will change the way you communicate with coworkers and clients, family and friends. It's the Holy Grail of persuasion—a proven system for turning a "no" into a "yes."

From the Back Cover
THE SCIENCE OF INFLUENCE

"Want to influence others? Want to persuade others? Want to sell others? Then this book is not an option—it's a landmark breakthrough of information you can use the minute you read it."
Jeffrey Gitomer, author of The Sales Bible and The Little Red Book of Selling

"I shudder to think what an evil-minded person might do with these secrets of persuasion, but I also marvel at what good someone else could do, as well. An astonishing, eye-opening, even amazing work."
Joe Vitale, author of The Attractor Factor

"Kevin Hogan is that rarest of breeds: an expert who not only is master of his subject, but also understands how to teach it masterfully. No one in the business of influencing others—and who isn't?—can afford to be without this book."
Richard Brodie, author of Virus of the Mind

"Kevin Hogan has written that rare how-to book on the topic of persuasion that is rooted in current psychology research.¿The Science of Influence is an intelligent, practical, entertaining, and provocative guide."
Professor Robert Levine, author of The Power of Persuasion: How We're Bought and Sold

"Influence used to be an art. Thanks, in large part, to Hogan, it is now a science. He is the obvious expert in the field of persuasion, and this book is the most authoritative work on the subject today."
Elsom Eldridge Jr., coauthor of How to Position Yourself as the Obvious Expert

"Kevin Hogan's book is a must-read for everyone who wants a high level of success. There is one secret in Chapter 11 that makes the book worth more than ten times the price. I bought twenty advance copies to give them away to my family, my good friends, and everyone who works for me."
Frank J. Candy, MBA, PGA, CPC, President, American Speakers Bureau®

"This book's message will become the formula for influencing change in the workplace and personally, especially in these difficult and changing times."¿
Richard Harte, PhD, author of¿What's Keeping Your Customers Up at Night?

About the Author
KEVIN HOGAN is a body language and unconscious influence expert for the BBC and popular magazines like Cosmopolitan, Playboy, and Maxim. He teaches persuasion and influence at the University of St. Thomas Management Center and frequently analyzes the behavior of White House figures for the media. He has also trained managers and leaders from Boeing, Microsoft, Starbucks, 3M, and the United States Postal Service, among other large companies.

Global Marketing

2008-08-21T04:28:00.000-07:00

Product Description

KEY BENEFIT: The new edition of the popular Global Marketing draws students into the excitement, challenges, and controversies of global marketing. The paperback, two-color format gives readers the flexibility to choose a book that is economical as well as interesting.

KEY TOPICS: Each chapter features vignettes and discussion cases featuring high-profile, real-world companies and products; examples from the trade press to illustrate key terms and issues; topical and timely boxed features; and concise summaries of the latest research findings published in scholarly journals.

MARKET: For those entering the global job market, especially helpful for hirees of import/export departments.

From the Back Cover
Following the tradition of Keegan's acclaimed Global Marketing Management, this groundbreaking full-color book offers a concise introduction to the field that is presented in a lively reader-friendly style. The authors integrate relevant real-world cases, vignettes, and boxed features with a clear, engaging narrative to effectively communicate the excitement, challenge and discipline of global marketing. Coverage features an enhanced presentation of global trade; expanded and improved social/cultural coverage; the most recent research; the impact of Information Technology; an expanded section on global retailing; finance coverage in a valuable chapter appendix; a consolidated treatment of market entry strategies; specialized discussions of global communication decisions; quotes from today's professionals; enhanced Internet integration throughout the book; concise, issue-oriented and timely cases; and a vivid, full-color design. For those interested in international marketing and the global business environment. --This text refers to an out of print or unavailable edition of this title.

How to Become a Rainmaker: The Rules for Getting and Keeping Customers and Clients

2008-08-21T04:20:00.000-07:00

From Booklist
This is an afternoon read, pure and simple. And chances are good that once readers accept Fox's hard-hitting yet commonsense approaches, they'll accept his sales process, which applies, by the way, to selling widgets, promoting intangible services, or selling yourself. Every one of the author's 50 two-page to four-page chapters contains just one nugget of information more than the preceding section, enough to keep the momentum and the attention. A sad story about the hazards of drinking coffee (it spilled--and the prospect was then distracted by a second crisis) is followed by a notice not to eat a major meal during a sales lunch, which is promptly followed by "no pen in the shirt pocket" advice. Fox's seemingly disparate hints and tips, in short, comprise a very logical and memorable way of rainmaking, and a short tome that will show anyone the how-tos. Barbara Jacobs
Copyright © American Library Association. All rights reserved

Gerald Sindell, President, Publishing Consulting Services
"the best book on selling I've seen. Period." --This text refers to an out of print or unavailable edition of this title.

Product Description
Filled with smart tips given in the Fox signature style, counter- intuitive, controversial, and practiced, this hard-hitting collection of sales advice shows readers how to woo, pursue, and finally win any customer. In witty, succinct chapters, Fox offers surprising, daring, and totally practical wisdom that will help readers rise above the competition in any company in any field. A terrific resource for CEOs, as well as anyone looking to distinguish themselves in salesbe it books, cars, or real estateHow to Become a Rainmaker offers the opportunity to rise above the competition in any company, in any field.

About the Author
Jeffrey Fox founded Fox & Company, Inc., a marketing consulting firm, in 1982. Client engagements include marketing strategy, innovation enhancement, selling skills training, branding, and various applications of a proprietary methodology called “dollarization.” Prior to starting Fox & Co. Jeffrey was Vice-President, Marketing and a Corporate Vice President of Loctite Corporation. He was also Director of Marketing for the wine division of The Pillsbury Co., and held various senior level marketing jobs at Heublein, Inc., including Director of New Products. Jeffrey is the winner of "Sales & Marketing Management" magazine’s Outstanding Marketer Award; winner of the American Marketing Association’s Outstanding Marketer in Connecticut; and the National Industrial Distributors award as the Nation’s Best Industrial Marketer. He is the subject of a Harvard Business School case study that is rated one of the top 100 case studies and is thought to be the most widely taught marketing case in the world. Jeffrey graduated from Trinity College in Hartford, Connecticut, and earned his MBA from Harvard Business School. He served as Trustee of Trinity College, and has won several alumni awards including Person of the Year. He is a member of the Board of Directors of Saint Francis Hospital, one of the nation’s top 100 hospitals. Jeff is the author of How to Become CEO, which was on the NY Times, Business Week, Wall Street Journal, Knight-Ridder, Amazon.com, and German best seller lists. The book is published in twenty-five languages and in all the major countries of Western Europe, Asia, and South America. Jeff’s second book, How To Become A Rainmaker was also a BusinessWeek and Wall Street Journal best seller, and is being published worldwide. His third book Don’t Send A Resume, published in May of 2001, is a contrarian approach to marketing oneself.

2008-08-21T04:19:00.000-07:00

Product Description
Powerful and practical, current and cutting-edge, ADVERTISING AND INTEGRATED BRAND PROMOTION, 5e captures the thrill of advertising with its integrated learning experience, solid theory, real-world examples, and coverage of emerging trends.

Book Info
New third edition continues the tradition of providing readers with a solid understanding of advertising strategy. The table of contents is designed to follow the same process that advertising agencies follow. --This text refers to an out of print or unavailable edition of this title.

About the Author
Thomas C. O'Guinn is Professor of Marketing and Executive Director, Center for Brand and Product Management, University of Wisconsin-Madison. Prior to that, he was at the University of Illinois at Urbana-Champaign and served as a visiting scholar at UCLA, Duke, University of Utah, University of Innsbruck, and Dublin City University. He received his Ph.D. in Communications and his M.A. and B.S. in Mass Communications from the University of Texas at Austin. Professor O'Guinn is an award- winning teacher. His academic research has been heavily cited and honored several times with Best Contribution awards. He also has served as a consultant for many companies. He believes advertising is not only relevant and important to business scholars and practitioners, but also to public policy and contemporary society. His published work has been reported in The New York Times, The Wall Street Journal, National Public Radio, Forbes, The Chicago Tribune, Advertising Age, USA Today, and Wired. He has been an invited speaker at the Advertising Research Foundation, Marketing Science Institute and the Nikkei Advertising Research Institute in Tokyo. Tom loves advertising and loves to talk and write about it.

Chris Allen is the Arthur Beerman Professor of Marketing at the University of Cincinnati. He also has held faculty positions at Northwestern University and the University of Massachusetts at Amherst. Dr. Allen's research examines the influence of affect and emotion in decision-making and persuasion, as well as diverse questions about effective mass-communication. His work appears in leading publications such as the Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Journalism Quarterly, and Journal of Advertising. In addition, he is a member of the editorial boards for the Journal of Consumer Psychology and Journal of Advertising, and he writes reviews for several other journals and competitions. Professor Allen has served as conference co-chair for the national meetings of the American Marketing Association and the Association for Consumer Research. From January through August 1997, he held the position of Scholar-In-Residence with the Corporate New Ventures Group at Procter & Gamble. Since then, he has consulted with P&G across a broad range of advertising and branding issues. He earned his MBA from Michigan State University and his Ph.D. from The Ohio State University.

Richard J. Semenik is Professor of Marketing and Dean of the College of Business at Montana State University-Bozeman, as well as founder and Executive Director of the College's Center for Entrepreneurship for the New West. Before coming to Montana State, Dr. Semenik served as head of the Marketing Department at the Eccles School of Business at the University of Utah and Associate Dean for Research. He also has co-founded two companies. With expertise in marketing strategy, advertising, and branding, he has given numerous speeches and seminars across the United States, as well as in Ireland, Italy, the Netherlands, Finland, Mexico, Germany, France, Belgium, and Scotland. He also has been a visiting research scholar at the Vrije Universiteit in Amsterdam, the Netherlands, and a visiting scholar at Anahuac Universidad in Mexico City, Mexico. Dr. Semenik has published more than 50 articles and 14 books on advertising and branding strategy. His research has appeared in the Journal of Advertising, Journal of Consumer Research, and Journal of International Advertising, as well as the proceedings of the American Marketing Association and Association for Consumer Research conferences. He has consulted with major corporations, advertising agencies, and early stage start-up companies including IBM (start-up?), Premier Resorts International, SFX Entertainment, the Van Gogh Museum (Netherlands), American Investment Bank, Printinforless.com (shouldn't this be printingforless.com?), InfoGears, Scientific Materials, and LigoCyte Pharmaceuticals. Professor Semenik also served on the National Board of Directors of the American Advertising Museum (2000-2003) and the Industry Relations Board of the American Academy of Advertising (2001). He received his undergraduate degree from the University of Michigan, an MBA from Michigan State University, and a Ph.D. from The Ohio State University.

Marketing Research Essentials with SPSS

2008-08-21T04:17:00.000-07:00

Product Description
*Real-World Orientation. Throughout the text, Cases, Chapter-Opening Vignettes, Marketing Research War Stories, and Ethical Dilemmas connect the materials to the real world of marketing research, as it's practiced in today's top firms.

*Focus on the research user - continues to present marketing research through the eyes of a manager using, or purchasing marketing research information.

*Chapter-Opening Vignettes discuss prominent companies/products.

*Marketing Research Across the Organization features present a series of questions and scenarios that require students to consider the impact of marketing research on basic business activities related to finance, production, human resources, and so forth.

*Real-life Ethical Dilemmas - such as protecting the anonymity of children online and allowing researchers to interview children at school for cash.

*Marketing research War Stories - short, amusing anecdotes about the trials and tribulations of conducting marketing research.

* SPSS Exercises - at the end of the quantitative chapters give students easy to follow, hands-on experience with this professional level statistical package.

* The latest version of SPSS is included in every new copy of the text.

* Perseus WebResearcher - a tool (an optional component) for Internet survey creation and the ability to host surveys created on the Perseus website.

Search Engine Optimization: An Hour a Day

2008-08-21T04:16:00.000-07:00

Product Description
Influence search engine results and bring targeted traffic to your website in just an hour day with the second edition of this bestselling SEO guide, Search Engine Optimization: An Hour a Day. Drawing on years of experience as successful SEO consultants, Jennifer Grappone and Gradiva Couzin provide detailed, practical, and often surprisingly simple techniques for increasing your online visibitlity and delivering stellar results. Their easy-to-follow strategies include setting SEO goals, optimizing your site for, search engines, blogs and social media, developing and implementing a strategy including both free and paid efforts, and using the latest tools to monitor trends, measure the competition, and track your results. Bracing as a shot of espresso, Search Engine Optimization: An Hour a Day is your step-by-step guide to putting your website in the spotlight.

From the Back Cover
Put Your Website in the Spotlight

A Step-by-Step Guide

Back and bracing as ever, Search Engine Optimization: An Hour a Day, Second Edition offers brisk advice, bite-sized tasks, and smart tools to help you increase visibility for your website on the major search engines. In this new edition of their bestselling how-to guide, SEO consultants Jennifer Grappone and Gradiva Couzin offer surprisingly easy do-it-yourself techniques as well as the very latest SEO strategies for small, very small, and large businesses, as well as for bloggers and web designers.

Cut through the trendy jargon to find the "Eternal Truths" of SEO
Discover the right keywords using the latest research tools and your own gut check
Get to know your stats and the free stat-collector, Google Analytics
Optimize your site for search engines and your site visitors so you can be found, then make the sale
Use the social web to help you reach your business goals, even if you're not a social networking butterfly

You'll also find:

Essential hints, tips, and techniques for everyone from one-person shops to Fortune 500 companies
Engaging right-brain vs. left-brain discussions about tackling key issues from two unique perspectives
Real-world "From the Trenches" case studies that illustrate successes to learn from and mistakes to avoid

Praise for Search Engine Optimization: An Hour a Day

"This book offers a systematic, commonsense approach to the art and science of SEO."
—Chris Sherman, SearchEngineWatch.com

"The book is a step-by-step guide that can help drive targeted search-referred traffic to a variety of websites—perhaps even your website."
—P.J. Fusco, ClickZ Magazine columnist

"The practical and realistic emphasis on business-oriented needs makes the book a great reference."
—Joe Dolson, inter:digital strategies

"Written with clarity and detail, the book leaves little room for confusion about what you can do to improve your website's rank in the search engine results pages."
—Harvey Ramer, marketing designer and blogger, Design Delineations

About the Author
Search marketing consultants Jennifer Grappone and Gradiva Couzin have been improving the Internet presence of Fortune 500 companies and other firms in the media, entertainment, software, retail, nonprofit, and human resources industries since the early days of SEO. Jennifer, a former web project manager and corporate video producer, began focusing exclusively on SEO in 2000. Gradiva, a programmer and civil engineer, has been working in SEO since 1998. Together they deliver a well-rounded, left-brain/right-brain approach to successful search engine optimization.
Visit the authors' site at www.yourseoplan.com, or www.sybex.com/go/seohouraday2e for downloads, forums, and additional resources.

The 45 Second Presentation That Will Change Your Life: The World's Best-Selling Network Marketing Guide

2008-08-21T04:15:00.000-07:00

Product Description
When you subtract the amount of hours you sleep, work, and commute, you probably don't have more than one or two hours a day to do what you would like to do and that's if you have the money to do it. Don Failla has been teaching his simple network marketing method which allows anyone to learn how to own his or her life by building a home-based business. It doesn't require selling, and the best part is, it won't take much of your time. The 45-Second Presentation That Will Change Your Life is a virtual training manual on network marketing, designed to teach you a step-by-step plan for building a profitable, sustainable network marketing business. Network marketing is a system for distributing goods and services through networks of independent distributors. This guide not only unlocks the secrets of successful network marketing, but it provides the method to sponsor people in your organization using Failla's "45-Second Presentation." With nearly four decades' worth of instructions and insights from Failla, The 45-Second Presentation That Will Change Your Life provides you with the essentials for building and maintaining your lucrative home business.

About the Author
Don Failla started his network marketing career in 1967. For over 39 years, he has been helping people build their own successful home-based businesses. Today, Don and his wife, Nancy, travel worldwide to teach their proven system as international networking trainers. They live in Romona, CA.

Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy Every Time

2008-08-21T04:10:00.000-07:00

Review

All who are interested in making their communications more effective should read it.”

-Journal of Consumer Marketing

Book Description
In order for a Web site to sell effectively, it must appeal to the unique culture, mindset, and psychology of the Web. Simply put, what works in the brick-and-mortar world does not necessarily grab Web shoppers. Companies selling products and services online need to promote their wares with engaging copy that grabs attention and compels Web site visitors to buy.

Web Copy That Sells presents copy strategies that have been proven time and again in the e-commerce arena. Maria Veloso, perhaps the most widely acclaimed Web copywriter in the world, reveals her revolutionary approach based on five simple questions, which, when answered, make the copy practically write itself. Veloso crams all the information from her 12-hour, $997 live seminars into a comprehensive book that will help any Web copywriter:

* write sizzling and irresistible Web copy, e-mails, and marketing communications * quickly turn lackluster sites into "perpetual money machines" * use Neuro-Linguistic Programming and psychological tactics to compel Web surfers to buy * avoid the top three blunders that can wipe out your sales * convert up to 50% of online prospects into paying customers * and more!

Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers

2008-08-21T04:04:00.000-07:00

Review
Customers are harder to pin down than we think and they must be listened to more carefully. For that insight alone, this book should be welcomed. --The Financial Times, May 22, 2008

Product Description
Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a groundbreaking book that reveals how to overcome this "depth deficit" and find the universal drivers of human behavior so vital to a firm's success.

Marketing Metaphoria reveals the powerful unconscious viewing lenses--called "deep metaphors"-- that shape what people think, hear, say, and do.

Drawing on thousands of one-on-one interviews in more than thirty countries, Gerald Zaltman and Lindsay Zaltman describe how some of the world's most successful companies as well as small firms, not-for-profits, and social enterprises have successfully leveraged deep metaphors to solve a wide variety of marketing problems. Marketing Metaphoria should convince you that everything consumers think and do is influenced at unconscious levels--and it will give you access to those deeper levels of thinking.

"An imaginative and insightful application of cognitive science to the world of business, rich with implications for both fields."

-Steven Pinker, Johnstone Family Professor, Department of Psychology, Harvard University, and author, How the Mind Works and The Stuff of Thought.

"Marketing Metaphoria is one of the most fascinating business books I have read in a long time. A brilliant combination of deep insight and actionable advice, it will forever change how you think about marketing."

-Daniel H. Pink, author, A Whole New Mind

"Despite the availability of increasingly sophisticated methods, most customer relationships remain standardized, superficial, and lacking in informed customization. Through deep metaphors, the Zaltmans provide an insightful and provocative framework for identifying and learning from the implicit cognitive influences on customer decision making that can enhance and deepen intimacy and loyalty."

-Gary W. Loveman, Chairman, CEO and President, Harrah's Entertainment, Inc.

"Any business seeking to build global brands should read the Zaltmans' groundbreaking work on metaphors. The universal power of deep metaphors crosses borders and generations, and enduring brands trade off this thinking, whether their owners know it or not."

-Tom Long, President and CEO, Miller Brewing Company

"A disruptive book that will change how you think about customer insights. The emotional power offered within these pages will energize you to dig deeper into your business and turn thin functional insights into rich emotional messages that will propel your business."

-Donna J. Sturgess, Global Head of Innovation, GlaxoSmithKline

"With the profound advances in psychology and neuroscience over the past two decades, I'm convinced that now is the time for practitioners to rewrite the 'principles of marketing.' Marketing Metaphoria transforms insights from the authors' research into a rich framework that will help you think more deeply about your consumers and develop more innovative ideas for action. Read it twice, then keep it on your desk for ready reference."

-Bob Woodard, Vice President, Global Consumer and Customer Insights, Campbell Soup Company

About the Author
Gerald Zaltman is an emeritus professor at the Harvard Business School, and recipient of numerous awards for his contributions to marketing thought and practice. He has served on the Advisory Board of Harvard's "Mind, Brain, and Behavior Initiative." Lindsay Zaltman is Managing Director at Olson Zaltman Associates. His work has been cited in such publications as the New York Times, Fast Company, Business 2.0, and Variety. He has lectured extensively at various Fortune 500 companies and conferences.

Selling to Big Companies

2008-08-21T04:03:00.000-07:00

Jeffrey Gitomer, Author of The Little Red Book of Selling
"Selling to big companies takes big ideas, and big thinking. This book will help you BIG time."

Review

"Jill Konrath offers refreshing insights on how to approach big companies, engage their busy executives, uncover what makes a difference and create substantial value. This book takes the mystery out of selling to these corporate behemoths. Read it to shorten your sales cycle and avoid the many traps that can derail your sales efforts."—Gerhard Gschwandtner, Founder and Publisher, Selling Power

"Selling to big companies takes big ideas, and big thinking. Jill Konrath's book will provide you with both—so that you can go out to the big boss of the big company and come back with the big order. This book will help you—BIG time."—Jeffrey Gitomer, author of The Little Red Book of Selling

"This is some of the best advice I have heard."—Jack Covert, 800-CEO-READ

"Keen insights into crafting powerful value proposition and enticing sales messaging that will immediately differentiate you from other sellers."—Lynnette S. Zika, Executive Vice President, National Marketing, RSM McGladrey, Inc.

"After reading this book, I landed an appointment at a Fortune 50 company that had eluded me for six months."—Eric Albertson, Partner, Massini Group

"Stop fishing in small ponds with the wrong bait. If you're ready to net bigger clients, Jill Konrath provides a straightforward, easy-to-follow approach in Selling to Big Companies. You discover what lures those prestigious, profitable corporations and how to reel them in. And best of all, you're guaranteed to land a big one!"—Jay Conrad Levinson, author of the "Guerrilla Marketing" series of books

"This is some of the best advice I have heard."

(Jack Covert 800-CEO-READ )

Gerhard Gschwandtner Founder and Publisher Selling Power
"Refreshing insights on approaching big companies, engaging busy executives, uncovering what makes a difference and creating substantial value."

Lynnette S. Zika Executive Vice President, National Marketing RSM McGladrey, Inc.
"Keen insights into crafting powerful value proposition and enticing sales messaging that will immediately differentiate you from other sellers."

Eric Albertson Partner Massini Group
"After reading this book, I landed an appointment at a Fortune 50 company that had eluded me for six months."

Product Description

Struggling to Get Your Foot in the Door of Big Companies?

Setting up meetings with corporate decision makers has never been harder. It's almost impossible to get them to pick up the phone. They never return your calls. And if you do happen to catch them, they blow you off right away.

It's time to stop making endless cold calls or waiting for the phone to ring. In today's crazy marketplace, new sales strategies are needed to penetrate these big accounts.

Discover how to:
• Target accounts where you have the highest likelihood of success.
• Find the names of prospects who can use your offering.
• Create breakthough value propositions that capture their attention.
• Develop an effective, multi-faceted account-entry campaign.
• Overcome obstacles and objections that derail your sale efforts.
• Position yourself as an invaluable resource, not a product pusher.
• Have powerful initial sales meetings that build unstoppable momentum.
• Differentiate yourself from other sellers.

Use these sure-fire strategies to crack into big accounts, shrink your sales cycle and close more business. Check out the Account Entry Toolkit for ideas on how to apply this process to your own unique business.

About the Author
Jill Konrath is an expert in complex sales strategies. Her web site www.sellingtobigcompanies.com is a popular resource for sellers seeking contracts in the corporate market. She publishes one of the industry’s top sales blogs, as well as a newsletter with thousands of subscribers around the world. An in-demand speaker and workshop presenter, Jill is frequently quoted in news media nationwide.

Getting Started in Consulting, Second Edition

2008-08-21T04:01:00.000-07:00

Product Description
A new revision of the successful guidebook for novice consultants
Getting Started in Consulting, Second Edition provides practical solutions and proven strategies for launching a consulting business. Readers will learn how low overhead and a high degree of organization can translate into a six-figure income working from a home office. The book also offers key information on how to finance a consulting practice, how to write proposals, how to set up billing and bookkeeping, and more. A new chapter also explains how to get started quickly for those who can't wait to generate cash flow or those who have a cash reserve they are immediately willing to commit.
Alan Weiss (East Greenwich, RI) has consulted with hundreds of organizations around the world, including Mercedes-Benz, Hewlett-Packard, Merck, and the Times Mirror Group. He lectures widely and is the author of 12 books.

Download Description
A new revision of the successful guidebook for novice consultants

Getting Started in Consulting, Second Edition provides practical solutions and proven strategies for launching a consulting business. Readers will learn how low overhead and a high degree of organization can translate into a six-figure income working from a home office. The book also offers key information on how to finance a consulting practice, how to write proposals, how to set up billing and bookkeeping, and more. A new chapter also explains how to get started quickly for those who can't wait to generate cash flow or those who have a cash reserve they are immediately willing to commit.

Alan Weiss (East Greenwich, RI) has consulted with hundreds of organizations around the world, including Mercedes-Benz, Hewlett-Packard, Merck, and the Times Mirror Group. He lectures widely and is the author of 12 books.

Book Info
Resource focuses on starting a consulting business, and shows how low overhead and a high degree of organization can add up to a six-figure income. Includes a new chapter on getting started even quicker, and presents the latest advice on networking and getting the most out of technology. Softcover.

From the Back Cover
Declare your independence with the new, completely updated Second Edition of Getting Started in Consulting

Consulting is big business these days. And with more companies outsourcing more functions and a growing population of professionals pursuing the dream of self-employment, it’s a field that will only continue to grow. This book provides all the information you need to start your own consulting practice.

This revised edition of Getting Started in Consulting offers focused, practical guidance on starting a consulting business, and shows how low overhead and a high degree of organization can add up to a six-figure income. Revised for 2004, this edition includes a new chapter on getting started even quicker, and presents the latest advice on networking and getting the most out of technology. Packed with helpful charts and tables, this expert guide also covers:

How to finance a consulting practice
Marketing consulting services to corporate clients
Writing proposals that sell
Legal requirements for consulting practices
Setting fees, billing, bookkeeping, and more

Whether you’re a retired professional seeking a second career or a corporate consultant ready to get out on your own; whether you want to build a part-time or full-time consultancy, Getting Started in Consulting, Second Edition is an invaluable resource for making your dream of professional independence come true.

About the Author
ALAN WEISS, PHD, has consulted with hundreds of organizations around the world, including Mercedes-Benz, Hewlett-Packard, Merck, Chase, the American Press Institute, and the Times-Mirror Group. He lectures widely and is frequently featured on radio and television discussing productivity and performance. He is the author of more than twenty books, including Organizational Consulting, Great Consulting Challenges, and Million Dollar Consulting.

The Home-Based Bookstore: Start Your Own Business Selling Used Books on Amazon, eBay or Your Own Web Site

2008-08-21T03:57:00.000-07:00

Book Description
Want to know the most profitable, lowest-risk idea for your home business? It's selling used books online, which is growing 33 percent annually, according to a November 2005 study by U.S. publishers.

Learn how to start your business part-time. This step-by-step guide, written by one of the most successful and highly rated sellers on Amazon.com and eBay, includes everything you need to know.

About the Author
Steve Weber started his home-based bookstore as a hobby in 2001. Two months later he quit his "day job" to sell books online full-time. In the meantime, he has sold more than $1 million of used books to buyers in all 50 states and 31 foreign countries, becoming one of the most highly rated sellers on Amazon and eBay.

Marketing: Real People, Real Choices

2008-08-11T04:51:00.000-07:00

Product Description

This reader-friendly marketing book conveys timely and relevant material in a dynamic presentation of how marketing concepts are implemented, and what they mean in the marketplace. It introduces marketing from the perspective of real people making real marketing decisions at leading companies every day. Learners will come to understand that marketing is about creating value—for customers, for companies, and for society as a whole-and they will see how that is accomplished in the real world.

A five-part organization covers making marketing value decisions, identifying markets and understanding customers' needs for value, creating the value proposition, communicating the value proposition, and delivering the value proposition.

For individuals interested in a career in marketing.

The publisher, Prentice Hall Business Publishing
Introduces marketing from a practical, real-world perspective. Fosters the development of students' decision-making skills through the presentation of the most important current trends in marketing thought and practice in an accessible manner. --This text refers to an out of print or unavailable edition of this title.

From the Back Cover

So what makes this book unique?
It's not just what we say, it's also how we say it

You'll be encouraged to focus less on memorizing definitions and more on understanding the importance of marketing. We'll take you behind the scenes in every chapter and introduce you to real marketers and explore real choices they've made. Students and instructors tell us time and again that no other book brings students closer to experiencing real marketing. We think you'll agree. The personal approach brings marketing to life.
--This text refers to the Paperback edition.

Ultimate Guide to Google AdWords

2008-08-10T23:57:00.000-07:00

Product Description

Never before in the history of advertising has it been possible to spend five bucks, write a couple of ads and get instant access to more than 100 million people in 10 minutes. But that's exactly what Google AdWords does. It's an awesome concept-but you can lose a bundle if you don't know how it works.

Learn how to:

* Build an AdWords campaign from scratch
* Identify keywords that entice people to click on your ads
* Get the lowest bid prices on your keywords
* Defeat click fraud and other scams
* Use search engine optimization techniques
* Turn clicks into customers

Plus get FREE e-mail updates on Google's ever-changing system.

About the Author
McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

The 7 Habits of Highly Effective People

2008-08-10T23:55:00.000-07:00

Amazon.com
The 7 Habits of Highly Effective People: Powerful Lessons in Personal Change was a groundbreaker when it was first published in 1990, and it continues to be a business bestseller with more than 10 million copies sold. Stephen Covey, an internationally respected leadership authority, realizes that true success encompasses a balance of personal and professional effectiveness, so this book is a manual for performing better in both arenas. His anecdotes are as frequently from family situations as from business challenges.

Before you can adopt the seven habits, you'll need to accomplish what Covey calls a "paradigm shift"--a change in perception and interpretation of how the world works. Covey takes you through this change, which affects how you perceive and act regarding productivity, time management, positive thinking, developing your "proactive muscles" (acting with initiative rather than reacting), and much more.

This isn't a quick-tips-start-tomorrow kind of book. The concepts are sometimes intricate, and you'll want to study this book, not skim it. When you finish, you'll probably have Post-it notes or hand-written annotations in every chapter, and you'll feel like you've taken a powerful seminar by Covey. --Joan Price

Amazon.com Audiobook Review
Anyone who thinks the audiocassette adaptation of Stephen Covey's bestseller, The 7 Habits of Highly Effective People, is a shortcut to reading the book has another thing coming. As a preview, the cassette is worth every one of its 90 minutes; as a substitute for the original, it will only leave you wishing for the rest. There's a reason 7 Habits has sold more than 5 million copies and been translated into 32 languages. Serious work has obviously gone into it, and serious change can likely come out of it--but only with constant discipline and steadfast commitment. As the densely packed tape makes immediately clear, this is no quick fix for what's ailing us in our personal and professional lives.

The tape opens to the silky-smooth, overtrained voice of the female narrator, who's responsible for tying together audio clips from actual Covey seminars. Leaving aside the occasional attempts at promoting Covey and his institute, her script does a first-rate job of making sense of Covey's own intense, analogy-rich style of explaining his habits. There's nothing simple about his approach to becoming an effective person. The first three habits alone--which have to do with personal responsibility, leadership, and self-management--could take years to master. Yet the last four are unattainable, the narrator insists, if you can't acquire the personal security--the "inner core," says Covey--that presumably comes from a mastery of the foundation.

Throughout our lessons, Covey's presence is both learned and thoroughly appealing. He drops references to the likes of Socrates, T.S. Eliot, and Robert Frost with the aplomb of an English professor. And his knack for mixing everyday stories with abstract concepts manages to clarify difficult issues while respecting our intelligence. You could argue that the cassette is nothing more than a clever marketing tool for selling another few million copies of the book. But, even at that, it's worth the investment in time and concentration: in the end, we're moved to learn more about integrating all seven habits in our struggle to become better and, yes, more effective people. (Running time: 1.5 hours, one cassette) --Ann Senechal --This text refers to the Audio Cassette edition.

Review
John Pepper President, Procter and Gamble I've never known any teacher or mentor on improving personal effectiveness to generate such an overwhelmingly positive reaction....This book captures beautifully Stephen's philosophy of principles. I think anyone reading it will quickly understand the enormous reaction I and others have had to Dr. Covey's teachings.

Book Description

In The 7 Habits of Highly Effective People, author Stephen R. Covey presents a holistic, integrated, principle-centered approach for solving personal and professional problems. With penetrating insights and pointed anecdotes, Covey reveals a step-by-step pathway for living with fairness, integrity, honesty, and human dignity -- principles that give us the security to adapt to change and the wisdom and power to take advantage of the opportunities that change creates.

Book Info
A holistic, integrated approach to solving personal and professional problems by becoming principle-centered. Stephen Covey is chairman of the Covey Leadership Center and the nonprofit Institute for Principle-Centered Leadership. Paper. DLC: Success-Psychological aspects.

Simon & Schuster
The 7 Habits Of Highly Effective People is a comprehensive program based on developing an awareness of how perceptions and assumptions hinder success---in business as well as presonal relationships. Here's an approach that will help broaden your way of thinking and lead to greater opportunities and effective problem solving. Be Pro-Active: Take the initiative and the responsibility to make things happen. Begin With an End in Mind: Start with a clear destination to understand where you are now, where you're going and what you value most. Put First Things First: Manage yourself. Organize and execute around priorities. Think Win/Win: See life as a cooperative, not a comprehensive arena where success is not achieved at the expense or exclusion of the success of others. Seek First to Understand: Understand then be understood to build the skills of empathetic listening that inspires openness and trust. Synergize: Apply the principles of cooperative creativity and value differences. Renewal: Preserving and enhanving your greatest asset, yourself, by renewing the physical, spiritual, mental and social/emotional dimensions of your nature. Stephen R. Covey is the most respected motivator in the business world today. Learn to use his 7 Habits Of Highly Effective People--and see how they can change your life. --This text refers to the Audio Cassette edition.

About the Author
Stephen R. Covey is an internationally respected leadership authority, family expert, teacher, organizational consultant, founder of the former Covey Leadership Center, and cochairman of Franklin Covey Co. He has made teaching Principle-Centered Living and Principle-Centered Leadership his life's work. He holds an M.B.A. from Harvard and a doctorate from Brigham Young University, where he was a professor of organizational behavior and business management and also served as director of university relations and assistant to the president. For more than thirty years he has taught millions of individuals, families, and leaders in business, education, and government the transforming power of principles or natural laws that govern human and organizational effectiveness.

Dr. Covey is the author of several acclaimed books, including The 7 Habits of Highly Effective People, which has been at the top of the bestseller lists for over seven years and tied as the #1 Most Influential Business Book of the Twentieth Century in a survey of Chief Executive Magazine's readers. More than ten million copies have been sold in twenty-eight languages and seventy countries. His books Principle-Centered Leadership and First Things First are two of the bestselling business books of the decade.

Dr. Covey and other Franklin Covey authors, speakers, and spokespersons, all authorities on leadership and effectiveness, are consistently sought by radio and television stations, magazines, and newspapers throughout the world.

Among recent acknowledgments, Dr. Covey has received the Thomas More College Medallion for continuing service to humanity, the Toastmasters' International Top Speaker Award, Inc. magazine's National Entrepreneur of the Year Lifetime Achievement Award for Entrepreneurial Leadership, and several honorary doctorates. He has also been recognized as one of Time magazine's twenty-five most influential Americans.

Stephen, his wife, Sandra, and their family live in the Rocky Mountains of Utah.

Marketing Metrics: 50+ Metrics Every Executive Should Master

2008-08-10T23:54:00.000-07:00

Review
"In a category that suffers from a surfeit of books related to personal experiences, one-off success stories made possible by budgets and resources unavailable to most firms, outdated theories as quaint as bloodletting, or mantras devoted to 'big ideas' or 'exceeding expectations,' 50+ metrics crackles like new money. For CEOs and those in marketing trenches needing accountability, this is the best marketing book of the year." -- Nick Wreden, Strategy + Business

From the Back Cover

Few marketers recognize the extraordinary range of metrics now available for evaluating their strategies and tactics. In Marketing Metrics, four leading researchers and consultants systematically introduce today's most powerful marketing metrics. The authors show how to use a "dashboard" of metrics to view market dynamics from various perspectives, maximize accuracy, and "triangulate" to optimal solutions. Their comprehensive coverage includes measurements of promotional strategy, advertising, and distribution; customer perceptions; market share; competitors' power; margins and profits; products and portfolios; customer profitability; sales forces and channels; pricing strategies; and more. You'll learn how and when to apply each metric, and understand tradeoffs and nuances that are critical to using them successfully. The authors also demonstrate how to use marketing metrics as leading indicators, identifying crucial new opportunities and challenges. For clarity and simplicity all calculations can be performed by hand, or with basic spreadsheet techniques. In coming years, few marketers will rise to senior executive levels without deep fluency in marketing metrics. This book is the fastest, easiest way to gain that fluency.

About the Author

Paul W. Farris is Landmark Communications Professor and Professor of Marketing at The Darden Graduate Business School, University of Virginia, where he has taught since 1980. Professor Farris’ research has produced award-winning articles on retail power and measurement of advertising effects. He has published many marketing articles in publications such as the Harvard Business Review, Journal of Marketing, Journal of Retailing, and Marketing Science. Farris is currently working on methods for integrating and improving marketing metrics. He is author or co-author of several books, including Advertising Budgeting: A Report from the Field. Farris’ consulting clients range from Procter & Gamble, to Apple and IBM. Before moving to Virginia, he taught marketing at the Harvard Business School and also has worked in product management for Unilever, Germany and account management for the LINTAS advertising agency. He is a current and past board member for several U.S and international companies.

Neil T. Bendle is a Ph.D. student in marketing at the Carlson School of Management, University of Minnesota. He holds an MBA from Darden, and has nearly a decade’s experience in marketing management, consulting, business systems improvement, and financial management. Bendle was responsible for measuring the success of marketing campaigns for the UK’s Labour Party.

Phillip E. Pfeifer, Alumni Research Professor of Business Administration at The Darden Graduate Business School, currently specializes in interactive marketing. He has published a popular MBA textbook and over 25 refereed articles in journals such as the Journal of Interactive Marketing, Journal of Database Marketing, Decision Sciences, and the Journal of Forecasting. Pfeifer was recognized in 2004 as the Darden School’s faculty leader in external case sales. His teaching has won student awards and been recognized in Business Week’s Guide to the Best Business Schools. His recent clients include Circuit City, Procter & Gamble, and CarMax.

David J. Reibstein is the William Stewart Woodside Professor and Professor of Marketing at the Wharton School. His research focuses on marketing metrics and their link to financial consequences, competitive marketing strategy, market segmentation, brand choice, and product line breadth. He has been published in every major marketing journal and has authored or co-authored numerous books. He served as the Executive Director of the Marketing Sciences Institute, and co-founded Wharton’s CMO Summit. Reibstein architected and teaches the Wharton Executive Education course on marketing metrics. He consults with leading businesses, including GE, Shell Oil, HP, Novartis, Johnson & Johnson, Merck, and Major League Baseball. He has served as Vice Dean and Director of Wharton’s Graduate Division, as visiting professor at Stanford and INSEAD, and as faculty member at Harvard. Reibstein was the co-founder of Shopzilla, one of the first product search engines, and serves on several corporate boards.

Excerpt. © Reprinted by permission. All rights reserved.
Foreword

Despite its importance, marketing is one of the least understood, least measurable functions at many companies. With sales force costs, it accounts for 10 percent or more of operating budgets at a wide range of public firms. Its effectiveness is fundamental to stock market valuations, which often rest upon aggressive assumptions for customer acquisition and organic growth. Nevertheless, many corporate boards lack the understanding to evaluate marketing strategies and expenditures. Most directors—and a rising percentage of Fortune 500 CEOs—lack deep experience in this field.

Marketing executives, for their part, often fail to develop the quantitative, analytical skills needed to manage productivity. Right-brain thinkers may devise creative campaigns to drive sales but show little interest in the wider financial impact of their work. Frequently, they resist being held accountable even for top-line performance, asserting that factors beyond their control—including competition—make it difficult to monitor the results of their programs.

In this context, marketing decisions are often made without the information, expertise, and measurable feedback needed. As Procter & Gamble's Chief Marketing Officer has said, "Marketing is a $450 billion industry, and we are making decisions with less data and discipline than we apply to $100,000 decisions in other aspects of our business." This is a troubling state of affairs. But it can change.

In a recent article in The Wall Street Journal, I called on marketing managers to take concrete steps to correct it. I urged them to gather and analyze basic market data, measure the core factors that drive their business models, analyze the profitability of individual customer accounts, and optimize resource allocation among increasingly fragmented media. These are analytical, data-intensive, left-brain practices. Going forward, I believe they'll be crucial to the success of marketing executives and their employers. As I concluded in the Journal:

"Today's boards want chief marketing officers who can speak the language of productivity and return on investment and are willing to be held accountable. In recent years, manufacturing, procurement and logistics have all tightened their belts in the cause of improved productivity. As a result, marketing expenditures account for a larger percentage of many corporate cost structures than ever before. Today's boards don't need chief marketing officers who have creative flair but no financial discipline. They need ambidextrous marketers who offer both."

In Marketing Metrics, Farris, Bendle, Pfeifer, and Reibstein have given us a valuable means toward this end. In a single volume, and with impressive clarity, they have outlined the sources, strengths, and weaknesses of a broad array of marketing metrics. They have explained how to harness those data for insight. Most importantly, they have explained how to act on this insight—how to apply it not only in planning campaigns, but also in measuring their impact, correcting their courses, and optimizing their results. In essence, Marketing Metrics is a key reference for managers who aim to become skilled in both right- and left-brain marketing. I highly recommend it for all ambidextrous marketers.

John A. Quelch, Lincoln Filene Professor of Business Administration and Senior Associate Dean for International Development, Harvard Business School

© Copyright Pearson Education. All rights reserved.

The Momentum Effect: How to Ignite Exceptional Growth

2008-08-10T23:52:00.000-07:00

From the Back Cover

A few rare companies have discovered the secret to sustained high growth: momentum. They’ve learned how to create the conditions that lead to exceptional organic growth–which feeds on itself, continually accelerating the business forward. In The Momentum Effect, J.C. Larreche introduces a complete framework for gaining momentum, keeping it, and harnessing its power. Drawing on new research and powerful case studies, Larreche demonstrates the stunning role of momentum in value creation. He sets out the process for developing the “power offers” that lie at the heart of this powerful force. This book offers a systematic process for creating momentum that will work in any business, in any industry, and under any market conditions. You’ll learn how to create new value through a momentum strategy and build the leadership competencies to deliver highly profitable growth over the next six months…five years…even decades.

•Pioneer or die: drive momentum and harness its stunning power
How momentum-powered firms create 80% more shareholder value

•Understand the drivers of momentum strategy
Craft power offers, mobilize for growth, and more

•Master the Momentum Process: design and execution
Eight specific steps to implement a long-term winning momentum strategy

•Climb the five-step Momentum Leadership Ladder
How leaders can systematically generate and direct momentum

"This book shows you how to build momentum for growth and leave your competitors trailing far in your wake!"

—Sir Richard Branson

"J.C. Larreche’s book, The Momentum Effect, is a must-read. It highlights why more marketing spend and further value extraction are not the key determinants for future growth. To create powerful momentum for exceptional growth, it is essential to offer innovative value to the marketplace. The Momentum Effect outlines just how to achieve this. The results are illuminating.

–W. Chan Kim & Renée Mauborgne, Authors of Blue Ocean Strategy

"How can companies achieve exceptional and sustained growth? The Momentum Effect explores this challenge and reveals successful strategies for originating new sources of growth and value from customers with the power to unlock great potential.”

–Dr. Daniel Vasella, Chairman & CEO, Novartis AG, Basel/Switzerland

About the Author

J.C. Larreche is Professor at INSEAD, the famous international business school, where he holds the Alfred H. Heineken Chair. It was as a student at Stanford that he was first nicknamed “J.C.” by his friends. It was also there, in the midst of Silicon Valley, that he developed an interest in the way some firms achieve exceptional growth while others don’t. Since then, his research, teaching, and consulting activities have focused on the discovery of systematic and practical ways to help businesses achieve quality growth that is not only exceptional but also sustainable.

J.C. has always combined his academic life with a business career, and is particularly sensitive to the practical day-to-day realities which executives have to deal with. He is a renowned consultant with leading global corporations, most of them listed in the global Fortune 500. Aged just 36, J.C. was appointed a nonexecutive director of the multinational firm that became ReckittBenckiser, and he kept that position for an exceptionally long tenure of 18 years. He is the Founding Chairman of StratX a strategic development consultancy with offices in Boston, Paris and Tokyo.

His academic work concentrates on fostering the fundamental capabilities that impact a firm’s ability to deliver growth and especially marketing excellence, customer focus, and innovation. J.C. is the author and coauthor of many books and articles, including Markstrat, the leading strategic marketing simulation used by more than one million executives worldwide. He has won many awards, including Marketing Educator of the Year and BusinessWeek’s European Case of the Year award. J.C. is also a respected executive educator whose programs are among the most highly rated in INSEAD’s excellent portfolio.
Product Details

* Hardcover: 352 pages
* Publisher: Wharton School Publishing; 1 edition (April 5, 2008)
* Language: English
* ISBN-10: 0132363429
* ISBN-13: 978-0132363426
* Product Dimensions: 9.1 x 6.3 x 1.3 inches
* Shipping Weight: 1.2 pounds (View shipping rates and policies)
* Average Customer Review:

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* Amazon.com Sales Rank: #40,556 in Books (See Bestsellers in Books)

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Search Engine Optimization: Your visual blueprintfor effective Internet marketing

2008-08-10T23:49:00.000-07:00

Product Description
"This book is an excellent learning tool. Like any other tool, you get out of it exactly what you put in. My advice is to spend as much time with each section as YOU need. If you do that, you will walk away with every bit of the knowledge an industry thought leader can provide."--Kevin M. Ryan, Vice President, Global Content Director
Search Engine Strategies and Search Engine Watch

"Search engine optimization is, without question, one of the highest ROI activities a business can undertake. It’s also one of the most misunderstood. Fortunately, we’ve got people like Kris to act as our tour guide and translator. A solid strategy and attention to detail are essential to a successful SEO campaign and that’s exactly what Kris delivers."--Rand Fishkin, Chief Blogger and CEO, SEOmoz

"Kristopher Jones is one of a small number of entrepreneurial executives whose confidence, innovation, and creativity has been instrumental in developing and framing search engine, social media optimization, and Internet marketing. Kristopher is a modern day blend of John Wayne, Thomas Edison, and Andy Warhol. Kristopher Jones and his Pepperjam team tirelessly implement innovative search engine optimization, pay-per-click, affiliate marketing, and social media optimization solutions for a broad base of corporate customers. Kristopher Jones will continue to have a profound effect on Internet marketing and social networking." --Jack Kiefer, President & CEO, BabyAge.com

"Kris envisioned search engine optimization as an integral element of online marketing before the phrase was even coined. This book reveals his secrets for success in getting competitive words and phrases highly ranked on the major search engines. Since 2000, Kris and his team at Pepperjam have implemented successful SEO strategies for igourmet.com, helping grow our revenues and shape our product mix. I highly recommend this book as either an easy-to-follow road map for novices or a valuable reference for experts."--Spencer Chesman, President & CEO, igourmet.com

"Search engine optimization (SEO) is an integral part of an effective online marketing strategy. With this book Kris offers a step-by-step guide to get your Web site ranked by the major search-engines. At 1-800-PetMeds we have worked with Kris and his team at Pepperjam for the last three years to implement a range of online marketing strategies that have worked very effectively. I highly recommend you read this book and implement the strategies contained within." --Alex Irvin, Online Marketing Director, 1-800-PetMeds.com

"Search engine optimization has emerged as the flagship service in the growing Internet marketing landscape, and Kristopher Jones is a leader in explaining the intricate details and subtle balances that make it all work." --Bruce Clay, President, Bruce Clay, Inc.

"Kris Jones is a leading expert in marketing both affiliate-based and client sites. His expertise comes from a wide perspective you can’t get from most search engine marketers. When I listened to Kris speak at the Elite Retreat conference, I felt like I was a conference attendee rather than a fellow speaker."--Aaron Wall, SEO Expert and Blogger, SEObook.com

Welcome to the only guidebook series that takes a visual approach to professional-level computer topics. Open the book and you'll discover step-by-step screen shots that demonstrate over 140 key search engine optimization techniques, including:

* Analyzing your competition
* Researching and analyzing keywords
* Developing your link building skills
* Setting up blogs and communities
* Using Google Analytics
* Networking with Facebook and MySpace
* Boosting traffic with Digg and StumbleUpon
* Setting up pay-per-click campaigns
* Discovering ways to monetize Web traffic
* Installing valuable SEO plug-ins

Extra Apply It

* "Apply It" and "Extra" sidebars highlight useful tips
* High-resolution screen shots demonstrate each task
* Succinct explanations walk you through step by step
* Two-page lessons break big topics into bite-sized modules

From the Back Cover
Welcome to the only guidebook series that takes a visual approach to professional-level computer topics. Open the book and you'll discover step-by-step screen shots that demonstrate over 140 key search engine optimization techniques, including:

* Analyzing your competition
*

Researching and analyzing keywords
*

Developing your link building skills
*

Setting up blogs and communities
*

Using Google Analytics
*

Networking with Facebook® and MySpace
*

Boosting traffic with Digg and StumbleUpon
*

Setting up pay-per-click campaigns
*

Discovering ways to monetize Web traffic
*

Installing valuable SEO plug-ins

Extra Apply It

*

"Apply It" and "Extra" sidebars highlight useful tips
*

High-resolution screen shots demonstrate each task
*

Succinct explanations walk you through step by step
*

Two-page lessons break big topics into bite-sized modules

About the Author
Kristopher B. Jones is considered one of the top Internet marketing experts in the world. A true pioneer and leading voice of the industry, Kristopher is a prominent speaker and moderator at leading national and international marketing conferences, including Search-Engine Strategies (SES), Affiliate Summit, Electronic Retailing Association (ERA), and eTail, among others.
As President and CEO of Pepperjam, a full-service internet marketing agency, Kristopher is looked to by thousands of businesses worldwide as one of a small group of pure Internet marketing experts. Among numerous other notable achievements, Pepperjam has been recognized for the past two consecutive years by Inc. Magazine as one of the fastest growing companies in the United States.
Kristopher was recognized in 2005 as an Entrepreneur of the Year by Bank of America and in 2006 as one of the “Top 20 Business Leaders” in northeastern Pennsylvania under the age of 40.

Crossing the Chasm

2008-08-10T23:48:00.000-07:00

Amazon.com
Author Geoffrey Moore makes the case that high-tech products require marketing strategies that differ from those in other industries. His chasm theory describes how high-tech products initially sell well, mainly to a technically literate customer base, but then hit a lull as marketing professionals try to cross the chasm to mainstream buyers. This pattern, says Moore, is unique to the high-tech industry.

Moore suggests remedies for the problem that can help businesses meet their long-term goals. He coaches marketing professionals on how to move slowly through the gulf, teaching them to create profiles and target specific segments of the population rather than trying to plow right into the mainstream. He cites examples of successful chasm crossings by such companies as Apple, Tandem, Oracle, and Sun, showing what they all had in common and exposing the different weaknesses in their strategies. Moore also assigns responsibility for success to programmers and developers by suggesting they design a "whole product model." Here, because integration tasks are daunting to the mainstream market, all the components of a technological product must be in one package. Moore also describes strategies for competing with rival companies and assessing the best distribution channels for penetrating the target market.

Written not just for marketing specialists but for all employees whose futures ride on the success of a technical product, Crossing the Chasm delivers crucial information in an engaging, readable tone. --This text refers to an out of print or unavailable edition of this title.

From the Publisher
High-Tech Marketing Expert Identifies the Greatest Challenge Facing New Ventures and Shows How to Address It

Every year, according to high-tech marketing expert Geoffrey Moore, millions of dollars invested in high-tech entrepreneurial ventures are lost trying to "cross the chasm" from early market success to mainstream market leadership. Moore, President of Geoffrey Moore Consulting, identifies and addresses the key challenges facing such ventures in the long-awaited paperback edition of Crossing the Chasm: How to Win Mainstream Markets for Technology Products

Targeted at venture capitalists, product managers, and tech marketers, Moore's book identifies a fundamental flaw in the standard high-tech marketing model, which postulates smooth sales growth through a series of well-defined, ever-larger markets. In fact, says Moore, there are really two, fundamentally separate phases in the development of any high-tech market: an early phase that builds from a few, highly visible, visionary customers; and a mainstream phase, where the buying decisions fall predominantly to pragmatists. Transitioning between these two phases is anything but smooth, and confidently assuming that success in the early market will translate into mainstream success is the fatal error that causes so many high-flying start-ups to crash into the chasm.

Crossing the Chasm grows from Moore's extensive consulting experience at Regis McKenna and at his own firm, working with hundreds of technology ventures struggling with these problems. The transition, he notes, is always perilous: typically, the new venture commits significant resources to modifications promised to secure its initial base of early market customers. The venture requires continued growth to support these commitments, growth into the lucrative mainstream markets. But these markets require a very different approach from that of the early visionaries; and if a company does not attack them properly, it will quickly fall short of projections and find itself in trouble. Moore's book presents specific strategies in marketing and all other areas of the business to help technology companies cross this critical chasm successfully. --This text refers to an out of print or unavailable edition of this title.

Product Description
Moore provides an invaluable service to high-tech entrepreneurs and investors: he has identified the weak link in the marketing chain which makes the success of such ventures so unpredictable, and he outlines proven, specific techniques to address this challenge. At a time when the high-tech community in the U.S. cedes much of its once-held manufacturing advantage to the Far East and elsewhere, it is critical that these U.S. enterprises must retain superior marketing as a competitive advantage. Crossing the Chasm provides critical information for achieving this end.

About the Author:

Formerly a partner with Regis McKenna Inc., Geoffrey A. Moore is now president of his own firm, Geoffrey Moore Consulting, and founder of The Chasm Group. He has consulted with over 30 high tech corporations, including Hewlett-Packard, Apple, AT&T, Oracle, IBM, and Samsung. Moore is also the author of Inside the Tornado ) which details market dynamics of hypergrowth, and explains how to pool resources, gain supporters during pre-tornado phase, then how to unleash them once the tornado hits. He holds a degree in literature from Stanford University and the University of Washington. Moore is a frequent speaker at industry conferences and trade shows and also lectures at business schools, where Crossing the Chasm is often a required textbook. He lives with his wife Marie in Palo Alto, California. --This text refers to an out of print or unavailable edition of this title.

Jeff Miller, President, Documentum

"Must read for marketing executives, CEOs, and especially venture capitalists." --This text refers to an out of print or unavailable edition of this title.

Dick Shaffer, Editor and Publisher, ComputerLetter

"Geoff Moore's book is full of good medicine for bad marketing." --This text refers to an out of print or unavailable edition of this title.

GIS World

"One of the most thought-provoking books on technology marketing...Moore throws outmoded marketing ideas out the window to clear space for the special realities of the high-tech market." --This text refers to an out of print or unavailable edition of this title.

Jim Kouzes, coauthor of The Leadership Challenge, author of Credibility, President of the Tom Peters Group/Learning Systems

"If you find yourself wondering why it is that the majority of potential buyers for your newest breakthrough technology are not as enthusiastic as your early adopters, read this book or risk joining the others at the bottom of the high-tech abyss." --This text refers to an out of print or unavailable edition of this title.

James A. Unruh, CEO, Unisys

"Crossing the Chasm truly addresses the subtleties of high-tech marketing. We have embraced many of the concepts in the book and it has become a 'bestseller' with Unisys." --This text refers to an out of print or unavailable edition of this title.

Robert K. Weller S.V.P., North American Business Group

"Crossing the Chasm should be the Bible for high-tech companies looking for direction with marketing and distribution challenges. Geoff's model corresponds directly to the launch of Lotus Notes and continues to shape our marketing programs." --This text refers to an out of print or unavailable edition of this title.

Computer Letter

"Geoff Moore's book is full of good medicine for bad marketing." --This text refers to an out of print or unavailable edition of this title.

William V. Campbell, President and CEO, GO Corporation
"Must reading for anybody in high tech." --This text refers to an out of print or unavailable edition of this title.

Product Description

Here is the bestselling guide that created a new game plan for marketing in high-tech industries. Crossing the Chasm has become the bible for bringing cutting-edge products to progressively larger markets. This edition provides new insights into the realities of high-tech marketing, with special emphasis on the Internet. It's essential reading for anyone with a stake in the world's most exciting marketplace.

Book Info
Moore's chasm theory describes how high-tech products initially sell well, mainly to a technically literate customer base, but then hit a lull as marketing professionals try to cross the chasm to mainstream buyers. This pattern, says Moore, is unique to the high-tech industry. Softcover.

About the Author

Geoffrey Moore is a Managing Director with The Chasm Group, a consulting practice based in California that provides market development and business strategy services to many leading high-technology companies. He is also a Venture Partner with Mohr Davidow Ventures, a California-based venture capital firm specializing in specific technology markets, including e-commerce, internet, enterprise software, networking and semiconductors. As a Venture Partner at Mohr Davidow, he provides market strategy advice to their high-tech portfolio companies. Geoffrey is a frequent speaker and lecturer at industry conferences and his books are required reading at Stanford, Harvard, MIT and other leading business schools.

Geoffrey's current practice focuses on the concepts of his recent book Living on the Fault Line, targeted to CEO's and senior executives of Fortune 500 companies facing the impact of the Internet. Geoffrey's first book, Crossing the Chasm, initially published in 1991, adds compelling new extensions to the classical model of the Technology Adoption Life Cycle. He introduces his readers to a gap or "chasm" that innovative companies and their products must cross in order to reach the lucrative mainstream market. A revised edition was released in July 1999 to update industries and case-study companies.

The sequel, Inside the Tornado, published in 1995, provides readers with insight into how to capitalize on the potential for hypergrowth beyond the chasm. This second book sorts out how the market forces behind the Technology Adoption Life Cycle demand the need for radical shifts in market strategy.

The Gorilla Game, Geoffrey's third book, was originally released in March of 1998 with a revised version, including a new chapter on internet investing, released August of this year. This book was co-authored with Chasm Group managing partner and high-tech marketing strategist Tom Kippola, and stock investment guru and BancAmerica Robertson Stephens analyst Paul Johnson. The Gorilla Game combines the methodology Moore introduced in Crossing the Chasm and Inside the Tornado, with Johnson's stockmarket valuation models and Wall Street expertise, and Kippola's high-tech investment experience.

Geoffrey's most recent book, Living on the Fault Line, focuses on a single theme: How should the management of a public company that rose to prominence prior to the age of the Internet manage for shareholder value now that the Internet is upon us? Living on the Fault Line guides executives and managers who are coping with disruptive technology, destabilizing their core market positions, providing them with new models, metrics, and organizational practices to meet the challenges of the new economy.

Prior to founding The Chasm Group in 1992, Geoffrey was a principal and partner at Regis McKenna, Inc., a leading high-tech marketing strategy and marketing communications company. For the decade prior, he was a sales and marketing executive at three different software companies.

Geoffrey holds a bachelor's degree from Stanford University and a Ph.D. from the University of Washington, both in literature, and served as an English professor at Olivet College.

2009 Children's Writer's & Illustrator's Market

2008-08-10T23:47:00.000-07:00

Product Description
Children's Writer's and Illustrator's Market is the top market guide--the bible--for children’s writers and illustrators seeking publication.The 2009 edition of this stalward companion offers readers more than 650 listings for book publishers, magazines, agents, art reps and more. Completely updated, it also contains exclusive interviews with and articles by well-respected and award-winning authors, illustrators, and publishing professionals as well as nuts-and-bolts how-to information. Readers will learn what to do, how to do it, and get loads of information and inspiration.

About the Author
Alice Pope has been editor of Children's Writer's and Illustrator's Market for more than 15 years, frequently speaks on children’s writing/publishing related topics at writers’ conferences, blogs about children’s publishing as cwim.blogspot.com and is a former Regional Advisor for the Society of Children’s Book Writers and Illustrators.

The Sales Bible: The Ultimate Sales Resource, New Edition

2008-08-10T23:44:00.000-07:00

Product Description
Since its initial publication in 1994, Morrow's hardcover edition of Jeffrey Gitomer's THE SALES BIBLE has sold over 117,000 copies, and another 100,000 in paperback (published by Wiley).But in the 13 years since then, Gitomer has made himself into a sales powerhouse with huge success around an inventively packaged series of books, with his classic THE LITTLE RED BOOK OF SELLING at its heart.Now at last, Gitomer has taken the title that began it all, and has completely revised it. The Sales Bible is totally reworked to fit into his line of bestselling sales titles. It's sure to be THE must-have title for sales professionals worldwide who've already come to know and trust Jeffrey's inventive, irreverent sales wisdom through his "Little [Color] Book of..." series.

About the Author

Jeffrey Gitomer is a global authority on sales and customer service, and his books have sold more than a million copies world-wide. The Sales Bible, now an industry classic, has been a steady best seller for over a decade. Based on the principle of sales education with real-world, proven results, this book gives you cutting-edge information and answers you can take into the street and turn into money the same day.

Your First Year in Network Marketing: Overcome Your Fears, Experience Success, and Achieve Your Dreams!

2008-08-10T23:42:00.000-07:00

Amazon.com
To listen to its proponents, network (or multilevel) marketing is the greatest thing since sliced bread: top performers earn $1 million a month, reside in alluring places like Aspen and Kauai, and still find quality time to happily raise children and lovingly cement spousal relationships. Contending that those who fail to make it that far are ill prepared for the initial challenges they face, Mark Yarnell and Rene Reid Yarnell--married network marketers who are among the industry's leaders, as well as members of a University of Illinois faculty that teaches the only college-certified course on the subject in the U.S.--have written Your First Year in Network Marketing: Overcome Your Fears, Experience Success, and Achieve Your Dreams! to convey both advice and inspiration to newcomers. Peppered with personal anecdotes that bring their recommendations to life, the two offer logical strategies for overcoming rookie obstacles and kick starting a career. Individual chapters explore issues such as battling rejection, avoiding depression, handling prospects, supervising recruits, and managing time. Each concludes with a comprehensive summary, but save it for later reference and don't skip the preceding narrative, or you risk missing the book's considerable motivational component. --Howard Rothman

Review
How to Keep the Dream Alive!

Review
How to Keep the Dream Alive!

Product Description
How to Keep the Dream Alive!
Network marketing is one of the fastest-growing career opportunities in the United States. Millions of people just like you have abandoned dead-end jobs for the chance to achieve the dream of growing their own businesses. What many of them find, however, is that the first year in network marketing is often the most challenging—and, for some, the most discouraging.
Here, Mark Yarnell and Rene Reid Yarnell, two of the industry's most respected and successful professionals, offer you strategies on how to overcome those first-year obstacles and position yourself for lifelong success. The Yarnells provide you with a wealth of savvy advice on everything you need to know to succeed in network marketing, such as proven systems for recruiting, training, growing and supporting your downline, and much more.
In an easy, step-by-step approach, you will learn how to:
·Deal with rejection
·Recruit and train
·Avoid overmanaging your downline
·Remain focused
·Stay enthusiastic
·Avoid unrealistic expectations
·Conduct those in-home meetings
·Ease out of another profession
You owe it to yourself to read this inspiring book!
"This will be the Bible of Network Marketing."
— Doug Wead, former special assistant to the president, the Bush Administration

Book Info
Provides you with a wealth of savvy advice on everything you need to know to succeed in network marketing, such as proven systems for recruiting, training, growing and supporting your downline, and much more. Paper. DLC: Multi-level marketing.

Inside Flap Copy
How to Keep the Dream Alive!
Network marketing is one of the fastest-growing career opportunities in the United States. Millions of people just like you have abandoned dead-end jobs for the chance to achieve the dream of growing their own businesses. What many of them find, however, is that the first year in network marketing is often the most challenging?and, for some, the most discouraging.
Here, Mark Yarnell and Rene Reid Yarnell, two of the industry's most respected and successful professionals, offer you strategies on how to overcome those first-year obstacles and position yourself for lifelong success. The Yarnells provide you with a wealth of savvy advice on everything you need to know to succeed in network marketing, such as proven systems for recruiting, training, growing and supporting your downline, and much more.
In an easy, step-by-step approach, you will learn how to:
·Deal with rejection
·Recruit and train
·Avoid overmanaging your downline
·Remain focused
·Stay enthusiastic
·Avoid unrealistic expectations
·Conduct those in-home meetings
·Ease out of another profession
You owe it to yourself to read this inspiring book!
"This will be the Bible of Network Marketing."
? Doug Wead, former special assistant to the president, the Bush Administration

From the Back Cover
How to Keep the Dream Alive!

About the Author
Mark Yarnell and Rene Reid Yarnell are on the faculty of the nation's only college-certified course in network marketing at the University of Illinois, Chicago. Well known for their philanthropy, they have created a $70 million multilevel marketing organization that spans 20 countries. They divide their time between Reno, Nevada, and Gstaad, Switzerland.

Web Marketing For Dummies

2008-08-10T23:40:00.000-07:00

Product Description
Just because you’re launching a Web site for your product or service doesn’t automatically mean you’ll rake in big money. Billions of Web sites are competing for consumers’ attention, and if you’re new to online sales, it may be a little daunting.

Web Marketing for Dummies provides the know-how for creating a solid Web marketing plan, from building a user-friendly site that draws attention to closing a sale on your site. This easily accessible guide leverages your offline knowledge of marketing into mastery of the Web. It shows you a number of strategies that you can apply to your business and how to put your site to work for you. The items you’ll draw from this book will enable you to:

* Understand online marketing essentials
* Prepare an online business plan
* Design the look and feel of your site
* Create a concept, develop content, and make it accessible
* Know the key components of an online store
* Use buzzing, e-mailing, and other advertising tactics
* Make your site search engine friendly
* Handle Web transactions with ease
* Stay out of legal trouble
* Wow customers with new technology

This guide also features free ways to market your site, as well as ways to revamp tired sites. In addition, there is also a list of common mistakes that are easy to make, but also easy to avoid. With Web Marketing for Dummies, you’ll be claiming your space in the online marketplace and maximizing your marketing dollars in no time!

From the Back Cover
Claim your space in the online marketplace!

Develop a plan, build a marketing-effective site, and create word-of-Web campaigns

Launching a Web site for your product or service does not automatically ensure sales success. This book provides the know-how for creating a solid Web marketing plan, including how to build a site that draws and keeps visitors. Then add proven strategies like search engine optimization and link campaigns, and measure your results. Successful Web marketing techniques — all within your budget

Discover how to

* Make your site search engine friendly
* Close a sale on your site
* Drive traffic to your site
* Create an online marketing plan
* Take advantage of guerilla marketing
* Maximize your marketing dollars

About the Author
Jan Zimmerman owns her own Web marketing and site management company. She has taught classes in online marketing and is the author of eight books on business technology.

Why Customers Come Back: How to Create Lasting Customer Loyalty by Manzie R. Lawfer

2008-08-04T05:01:00.000-07:00

Product Description

Loyal customers are the most important asset of any company-more important than land, patents, equipment, or buildings. While finding new customers is often expensive, time-consuming, and ultimately unprofitable, retaining old customers is surprisingly easy and highly profitable. This book is not about slogans, banners, or promotions. It is about discovering and utilizing specific activities that will make your customers buy again and again...and tell the world why everyone else should buy from you too! Learning how to retain customers is important and profitable. Even a seemingly negligible increase in repeat business-just five percent-produces a whopping 60 percent increase in profits. The practical advice in Why Customers Come Back is based on the real buying habits of real customers. The five principles to follow are not brain surgery. Business people, entrepreneurs, corporate leaders, and front-line employees can understand, embrace, and implement them...right now.
Product Details
Amazon Sales Rank: #373594 in Books
Published on: 2004-01
Number of items: 1
Binding: Paperback
224 pages
Editorial Reviews

Roger Dawson, author of Secrets of Power Negotiating and The Weekend Millionaire's Secrets To Investing In Real Estate
"Lawfer has written a wonderful book that should be required reading for anyone who deals with customers. A great read!"

Brian Tracy, author of Goals!
"This book shows you how to create lifelong customers, your key to business success."

Mark LeBlanc, author of Growing Your Business
"For anyone who is serious about creating customers for life...outlines everything you need to know to make that happen."

The Art of Advertising: CEOs from Mullen Advertising, Marc USA, Euro RSCG & More on Generating Creative Campaigns & Building Successful Brands

2008-08-04T05:00:00.000-07:00

Product Description

Inside the Minds: The Art of Advertising is the most authoritative book ever written on the essentials behind building successful brands and implementing creative communications solutions. This title features the founders, presidents and CEOs from some of the country's leading advertising agencies, who have each contributed chapters akin to objective, experience-related white papers or essays on the core issues surrounding success in such a competitive market. In an over-arching as wel as in-depth presentation of the fundamentals, authors articulate the unspoken rules and the important issues facing any agency now, and what will hold true into the future. From effective branding strategies to industry trends and challenges, this title pulls readers through all facets of advertising, from beginning to end. The different niches represented and the various perspectives presented enable readers to really get inside the great minds of advertising and glean practical advice, as the experts go back to basics in a must-read for anyone interested in this dynamic, unique industry.
Product Details
Amazon Sales Rank: #1336667 in Books
Published on: 2003-04-01
Number of items: 1
Binding: Paperback
150 pages
Editorial Reviews

From the Publisher
This book is written by:

Joe Grimaldi, President & CEO, Mullen Advertising - Beyond Traditional Boundaries: Being Creative & Inventive

David Hadeler, President & CEO, MARC USA Dallas - Developing a Strategic Platform: You Just Can't Wing It

Stan Richards, Principal, The Richards Group - Assessing Good Creative: $10 of Value for Every Dollar Spent

Ron Berger, CEO, Euro RSCG MVBMS Partners - How Advertising Works: Common Sense & Clarity

Jordan Zimmerman, CEO & Chairman, Zimmerman & Partners Advertising - Brandtailing: Advertising at the Speed of Smart

Ernest W. Bromley, CEO & Chairman, Bromley Communications - Breakthrough Advertising: A Mix of Science & Art

G. Steven Dapper, Founder & Chariman, Hawkeye Worldwide Communications - A Few True Golden Rules: Keep Current, Be Curious, Never Stop Listening

Mike Toth, CEO & Chief Creative Director, Toth Brand Imaging - The Future of Advertising: Merging with Entertainment

Christopher Santry, President & CEO, Kupper Parker - Active Branding: Combining Branding & Direct Marketing

Paul S. Allen, CEO, Allen & Gerritsen - Company to Customer Relationship: The Business of Building Businesses

Marketing Management by Philip Kotler

2008-08-04T04:59:00.000-07:00

Product Description

This worldwide best-selling book highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on customer relationship management, partner relationship management, the Internet and its effects and uses, brand building and brand asset management, alternative go-to-market channels, and marketing around the globe. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing-along with the opportunities and needs of the marketplace in the years ahead.
Product Details
Amazon Sales Rank: #47427 in Books
Published on: 2002-05
Number of items: 1
Binding: Hardcover
768 pages
Editorial Reviews

From the Back Cover
This worldwide best-selling book highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on customer relationship management, partner relationship management, the Internet and its effects and uses, brand building and brand asset management, alternative go-to-market channels, and marketing around the globe. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing-along with the opportunities and needs of the marketplace in the years ahead.

About the Author

Philip Kotler is one of the world's leading authorities on marketing. He is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He received his masters degree at the University of Chicago and his Ph.D. at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.

Dr. Kotler is the co-author of Principles of Marketing and Marketing: An Introduction. His Strategic Marketing for Nonprofit Organizations, now in its fifth edition, is the best seller in that specialized area. Dr. Kotler's other books include Marketing Models; The New Competition; Marketing Professional Services; Strategic Marketing for Educational Institutions; Marketing for Health Care Organizations; Marketing Congregations; High Visibility, Social Marketing; Marketing Places; The Marketing of Nations; Marketing for Hospitality and Tourism; Standing Room Only—Strategies for Marketing the Performing Arts; Museum Strategy and Marketing; Marketing Moves; and Kotler on Marketing.

In addition, he has published more than one hundred articles in leading journals, including the Harvard Business Review, Sloan Management Review, Business Horizons, California Management Review, the Journal of Marketing, the Journal of Marketing Research, Management Science, the Journal of Business Strategy, and Futurist. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article published in the Journal of Marketing.

Professor Kotler was the first recipient of the American Marketing Association's (AMA) Distinguished Marketing Educator Award (1985). The European Association of Marketing Consultants and Sales Trainers awarded him their Prize for Marketing Excellence. He was chosen as the Leader in Marketing Thought by the Academic Members of the AMA in a 1975 survey. He also received the 1978 Paul Converse Award of the AMA, honoring his original contribution to marketing. In 1995, the Sales and Marketing Executives International (SMEI) named him Marketer of the Year. In 2002, Professor Kotler received the Distinguished Educator Award from The Academy of Marketing Science. He has received honorary doctoral degrees from Stockholm -University, the University of Zurich, Athens University of Economics and Business, DePaul University, the Cracow School of Business and Economics, Groupe H.E.C. in Paris, the Budapest School of Economic Science and Public Administration, and the University of Economics and Business Administration in Vienna.

Professor Kotler has been a consultant to many major U.S. and foreign companies, including IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, SAS Airlines, Michelin, and others in the areas of marketing strategy and planning, marketing organization, and international marketing.

He has been Chairman of the College of Marketing of the Institute of Management Sciences, a Director of the American Marketing Association, a Trustee of the Marketing Science Institute, a Director of the MAC Group, a member of the Yankelovich Advisory Board, and a member of the Copernicus Advisory Board. He is a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation. He has traveled extensively throughout Europe, Asia, and South America, advising and lecturing to many companies about global marketing opportunities.

Excerpt. © Reprinted by permission. All rights reserved.

Recently the CEO of a major corporation told me he still likes to refer to the first edition of Marketing Management, published in 1967, a book he used in graduate school. When he asked me to sign his copy, I obliged but told him I would be signing an antique. So much has changed since I first wrote it. Granted it introduced the concept that companies must be customer-and-market driven, but it left out today's marketplace dynamics. There was no mention of segmentation, targeting, and positioning. The Internet did not exist, nor did, for example, debit cards, smart cards, cellular phones, personal digital assistants, hypercompetition, cyberconsumers, customer equity, customer value analysis, customer relationship management, price transparency, value networks, hybrid channels, supply chain management, viral marketing, integrated marketing communication, and mobile marketing.

Even if some people question the existence of a new economy, they need to acknowledge the new elements in today's marketplace. The Internet has multiplied the number of ways consumers buy and companies sell and how companies carry on their businesses. The Internet has increased customer price sensitivity. Cellular phones have enabled people to exchange messages and buy and sell on the go. Companies face competitors from a growing number of countries, who offer lower prices and equal quality for their products and services. We are witnessing a precipitous decline in the effectiveness of mass advertising as a result of the explosion of communication channels. Companies are trying to reduce their sales forces (the most expensive way to sell) by encouraging customers to use lower-cost channels (telephone and online ordering). Store-based retailers, such as small bookstores, music stores, and travel agents, are in a daily struggle against online competitors. All industries are experiencing hypercompetition, dog-eat-dog pricing. Company margins have thinned considerably, and power is clearly shifting to customers, who are increasingly telling companies what product features they want, what communications they will tolerate, what incentives they expect, and what prices they will pay.

In response, companies are shifting gears from managing product portfolios to managing customer portfolios. The focus today is on Customer Relationship Management (CRM). Companies emphasize keeping and growing customers instead of finding new ones. They are compiling databases on individual customers so they can understand them better and construct individualized offerings and messages. They are doing less product and service standardization and more nicking and customization. They are replacing monologues with customer dialogues. They are improving their methods of measuring customer profitability and customer lifetime value. They are intent on measuring the return on their marketing investment and its impact on shareholder value.

Companies have stopped thinking of the Internet as an information channel or a sales channel. The Internet requires a complete rethinking of a company's marketing strategy and the models on which it builds its business. Every company occupies a position in a long value chain connecting customers, employees, suppliers, distributors, and dealers. Today Intranets improve internal communication and Extranets facilitate communicating with partners.

As markets change, so does marketing. Marketing is no longer a company department charged with a limited number of tasks: managing advertising, sending out direct mail, finding sales leads, providing customer service. Marketing must be a company-wide undertaking. It must drive the company's vision, mission, and strategic planning. Marketing is about deciding who the company wants as its customers; which needs to satisfy; what products and services to offer; what prices to set; what communications to send deceive; what channels of distribution to use; and what partnerships to develop.

Marketing deals with the whole process of entering markets, establishing profitable ions, and building loyal customer relationships. This can happen only if all departs work together: engineering designs the right products, finance furnishes the red funds, purchasing buys quality materials, production makes quality products on 4~e, and accounting measures the profitability of different customers, products, and areas.
This Edition

Marketing is of interest to everyone, whether they are marketing goods, services, properties, persons, places, events, information, ideas, or organizations. So the eleventh edition is dedicated to helping companies, groups, and individuals adapt their marketing strategies and management to the new technological and global realities.

This edition emphasizes:
The Internet and its uses and effects
Demand chain and supply chain management
Customer relationship management and partner relationship management
Alternative go-to-market channels
Brand building and brand asset management

At the same time, it builds on the fundamental strengths of past editions:
Managerial Orientation. This book focuses on the major decisions marketing managers and top management face in their efforts to harmonize the organization's objectives, capabilities, and resources with marketplace needs and opportunities.
Analytical Approach. This book presents a framework for analyzing recurrent problems in marketing management. Cases and examples illustrate effective marketing principles, strategies, and practices.
Multidisciplinary Perspective. This book draws on the rich findings of various scientific disciplines—economics, behavioral science, management theory, and mathematics-for fundamental concepts and tools.
Universal Applications. This book applies marketing thinking to the complete spectrum of marketing: products and services, consumer and business markets, profit and nonprofit organizations, domestic and foreign companies, small and large firms, manufacturing and intermediary businesses, and low- and high-tech industries.
Comprehensive and Balanced Coverage. This book covers all the topics an informed marketing manager needs to understand to carry out strategic, tactical, and administrative marketing.
Features of the eleventh edition

This edition has been both streamlined and expanded to bring essentials and classic examples into sharper focus while covering new concepts and ideas in depth.
New Topics, New Organization

Chapter 2, "Adapting Marketing to the New Economy," is an entirely new chapter dealing with the impact of the Internet on marketing and consumers. What are the major forces driving the new economy? How is business theory and practice changing as a result? How are marketers using the Internet, customer databases, and customer relationship management? This new chapter focuses on these questions, and examples of online companies and marketing have been added throughout the book. Chapter 19, "Managing Advertising, Sales Promotion, and Public Relations," and Chapter 21, "Managing Direct and On-line Marketing" have been combined because both deal with marketing's communication function.
New Concepts and Ideas

A large number of concepts have been added or explored in greater detail: the new economy, Internet marketing, reverse marketing, experiential marketing, buzz marketing, viral marketing, guerrilla marketing, high-tech product marketing, industry convergence, cyberconsumers, customer relationship management, customization and customerization, customer equity, customer lifetime value, customer share, customer activity cycles, customer value analysis, database marketing and datamining, telemarketing, shareholder value, value chains, brand building, brand asset management, self-service technologies, mobile marketing, gain-and-risk sharing pricing, dynamic pricing, tiered loyalty programs, hybrid channels, demand chains. New published research findings have been added to every topic.
Boxed Features

This edition also has three box series. Marketing Memos, which appear in the margins, present tips and suggestions for managers at all stages of the marketing management process. Marketing Insights highlight current research findings in marketing management. New! Marketing for the New Economy boxes focus on the effects of market and technological changes on marketing and marketing management.

New and updated Marketing Memo boxes focus on such topics as "Succeeding with Electronic Commerce," "A Guide to Generation Y," "Why Developing Hi-Tech Products Is Especially Difficult," "Ten Rules of Radical Marketing," "Questionnaire Do's and Don'ts," "Biotech: Unleashing Unlimited Market Opportunities," "Internet Ethics for Targeting Kids," "Going After Poor Markets around the Globe," "The Ten Commandments of Global Branding," "Buzz Marketing," and "Designing a Customer-Driven Distribution System."

New and updated Marketing Insight boxes include such topics as "Ride the Cluetrain Manifesto," "Using Observational Research," "Tracking Consumer Trends," "Cause Marketing," "Can You Build a Cult Brand," and "Drug Salespeople Rely on New Technology to Reach Doctors."

Marketing for the New Economy boxes include such topics as "M-Commerce," "Snapshots of a Country on the Move," " Customer Service Live and On-Line," "The Network Economy," "Smart Cards," "The Elusive Goal of Branding on the World Wide Web," "Technologies of Customer Empowerment," "Extreme Retailing."
Text Examples and Minicases

In-text examples and minicase and have been replaced, updated, and added to focus on e-commerce companies, uses of the Internet, and service businesses, as well as classic cases. Over 100 new examples of good and bad company marketing practices have been added to supplement or replace older examples. New minicases include PlasticsNet.com, Earthlink.com, GAP, Palm Computing, GM,...
Customer Reviews

Marketing Reference
This book is part of Executive MBA courses, I have to admit that, this book covers different areas and considered as one of the important Marketing references.

Rip off, no new material since edition 2
Kotler tries to sell college students new books every year, hence the 12th edition he is now marketing. There is no new information, and the information contained is no different from any $12 marketing book. Students, buy an old edition and save, teachers stop using books like this, more and better information is available for free over the net anyway. Just because they are expensive and shiny doesn't mean they are worthwhile. BTW this is also available in an international edition with the exact same content for 1/4 of the cost.

Marketing Bible
This book by Marketing Guru Philip Kotler is a Bible you must read before starting your career in Marketing. 'Marketing Management' mainly focuses on strategic decisions of a marketer, such as positioning, segmentation, startegies at different stages of product life cycle, brand building strategies, etc. It is better to finish 'Principles of Marketing' first to understand the strategies in marketing management.
A joy to read, with great case studies and online companion site.

Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time by Matt Haig

2008-08-04T04:58:00.000-07:00

Product Description

"This book is a lot of fun ... Haig wants to educate as well as to entertain, and at this he succeeds. ... Anyone with a professional interest or involvement in brand management should read this book." -- Anthony Di Benedetto, Professor of Marketing, Temple University in Journal of Consumer Marketing
Product Details
Amazon Sales Rank: #313569 in Books
Published on: 2005-10-01
Number of items: 1
Binding: Paperback
260 pages
Editorial Reviews

Laura Ries, President, Ries & Ries, Marketing Strategists
"A goldmine of helpful how-not-to advice which you ignore at your own peril."

Review
"Haig, a marketing consultant, is one of a new breed of writers producing marketing primers for the hyphenated age of e-marketing. This type of work is characterized by breezily written snippets of success or failure as either encouragement or admonition for the practitioner or for a new category of reader: the business voyeur. Thus these works are written in a readable and appealing format, as e-business fables. Examining 'the 100 biggest branding mistakes of all time, ' Haig organizes these 100 "failures" into ten types, each with its own moral and admonition. These types include classic failures (e.g., New Coke), idea failures (e.g., R.J. Reynolds' smokeless cigarettes), extension failures (e.g., Harley Davidson perfume), culture failures (e.g., Kelloggs in India), and technology failures (e.g., Pets.com). The idea behind this work is that with knowledge these failures can be avoided, but this reviewer regards it as akin to Monday morning quarterbacking in its validity as an activity. None of this takes away the schadenfreude of this well-written, quick read. Useful more as a cultural artifact than classroom text, this book could serve as supplementary reading for advanced marketing courses and for business voyeurs who like a good read. Summing Up: Recommended. General readers; upper-division undergraduate and graduate students; and practitioners." -- S. A. Schulman, CUNY Kingsborough Community College

Book Info
Entertaining, easy-to-read text takes a look at 100 major brand blunders. Describes those brand-name products that have spectacularly bombed, despite multi-million dollar advertising campaigns. Campaigns include classic failures, idea failures, extension failures, PR failures, culture failures, people failures, rebranding failures, and Internet/new technology failures.
Customer Reviews

Very interesting
It is always good to know about brand failures. This is an excellent not-to-list that every marketing manager should read. I consider very wise to have a copy of this book on your desk. Furthermore, it is pretty fun to read.

Not Worth Your Time Or Money.
Matt Haig reveals no new insight into branding or marketing. I would rate this book a 4/5 as entertaining toilet reading, but if this book was suppose to teach a marketer something new, then it is simply an insult to you intelligence.

What pissed me off the most was the lack of substance in the case studies and the sheer amount of promotion for his buddies books - most notably Al Ries. Why am I reading the your book when I can just get his and save myself the frustration.

I am trying to remember a single good piece of advice and can't. Unless you're a complete amateur or a total idiot this book isn't for you. I've seen fliers with better information.

Don't Waste Your Time.

Could have been much, much better.
I went into reading this book with the highest of expectations both because of the other reviews on it and because I am really interested in the topic.

It started out interestingly enough but quickly went downhill. The first few case studies were pretty in depth and interesting but towards the middle of the book they got really short and shallow. It is almost as if the writer became impatient with his own book. If you don't want to write in detail about 100 brands then just don't. Write in depth about a handful but make the case studies meaningful.
The subtopics were also not logical for me. For me a better format would have been: Chapter one / Lesson one: Research your market. Then give some examples of brands that failed to do so. Chapter two / lesson two: Kill the product not the brand. Then some examples. And so on. But it was not arranged like that. In fact none of the lessons seemed to tie together that well. Surely the author could have found some more logical groupings.
Overall I give the book two stars.

Vault Career Guide to Marketing and Brand Management, 2nd Edition (Vault Career Guide to Marketing & Brand Management) by Jennifer Goodman

2008-08-04T04:57:00.000-07:00

Product Description

From the Vault Career Library - from critical marketing frameworks needed for acing brand management interviewsto what brand managers and other marketing professionals really do on the job and how to evaluate advertisements and marketing campaigns.
Product Details
Amazon Sales Rank: #841821 in Books
Published on: 2001-12-25
Number of items: 1
Binding: Paperback
96 pages
Customer Reviews

Pretty basic material
This book is only average at best. It's a small, thin book, and many of the chapters are filled with very generic interviewing and resume advice that I'm sure you could find in any career advice book.

As far as the marketing/brand mgmt specific info, I did not see anything here that was mind blowing or that you wouldnt be able to otherwise find on the internet. I suspect Wetfeet's guide would probably be just as general and elementary.

Basically, these kind of books are only good if you know nothing about marketing and brand mgmt and are too lazy to search for the information on the internet.

Does Your Marketing Sell?: The Secret of Effective Marketing Communications by Ian Moore

2008-08-04T04:56:00.000-07:00

Product Description

Jam packed with 80 illustrations and photographs of the best and the worst marketing efforts by such world-class marketers as BMW and Nikon.
Product Details
Amazon Sales Rank: #1344712 in Books
Published on: 2005-02-25
Number of items: 1
Binding: Paperback
200 pages
Editorial Reviews

Bookseller Magazine, August 2004
Visually attractive offering, with illustrations and photographs throughout to highlight the best, and sometimes the worst, or marketing communications.

About the Author
Ian Moore is a founder of the award-winning Blue-Chip Marketing Consultancy and has worked for global names like Kimberly-Clark, Cadbury-Schweppes and Lloyds TSB. He continues to create campaigns for many companies as well as training and writing on the subject of effective marketing communications.

The 22 Immutable Laws of Branding by Al Ries

2008-08-04T04:55:00.000-07:00

Product Description

This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding

Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today's marketplace is to build your product or service into a brand—and provides the step-by-step instructions you need to do so.

The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web. The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands. The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand.
Product Details
Amazon Sales Rank: #5486 in Books
Published on: 2002-09
Released on: 2002-09-17
Number of items: 1
Binding: Paperback
272 pages
Editorial Reviews

Amazon.com
As it becomes increasingly associated with impressive corporate gains realized in recent years by companies ranging from FedEx and Rolex to Starbucks and Volvo, "branding" has developed into one of the marketing world's hottest concepts. And for good reason, contend well-known strategist Al Ries and his daughter Laura Ries in The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand.

"Marketing is building a brand in the mind of the prospect," they write. "If you can build a powerful brand you will have a powerful marketing program. If you can't, then all the advertising, fancy packaging, sales promotion and public relations in the world won't help you achieve your objective." A no-holds-barred look at a diverse collection of successful--and not-so-successful--branding efforts undertaken by these and other high-profile firms, their book distills the most critical principles involved into a series of clear rules with straightforward titles such as The Law of Expansion, The Law of Contraction, The Law of Consistency, and The Law of Mortality. While some of their suggestions may at first seem counterintuitive, together they compose a logical blueprint for success in today's ever-more-competitive environment. --Howard Rothman

Amazon.com Audiobook Review
When you call a book The 22 Immutable Laws of Branding, you're pretty much ruling out Oprah's Book Club as potential buyers. (Not that Oprah herself isn't a terrific brand.) This is an audiobook for a narrow demographic: entrepreneurs, top managers, and public-relations directors. Coauthor Al Ries comes off like the eccentric genius that most of these managers keep in a basement office, only listening to when necessary. When he says, "The power of a brand is inversely proportional to its scope," and hectors managers with the idea that "customers want brands that are narrow in scope," you know he's right (he backs himself up with dozens of examples), and you know it's the last thing powerful, expansion-minded businesspeople want to hear. Coauthor Laura Ries, his daughter and marketing-firm partner, also reads sections. (Running time: 1.5 hours, one cassette) --Lou Schuler

Scott Kay, CEO, Scott Kay Inc.

"This book is like a synthesizer. Using an impressive list of the world's best-known brands, it fine tunes the art of branding to its optimum levels, enabling you to make the right marketing decisions with utmost confidence."
Customer Reviews

Nonsense for the non-reader
Having worked myself within academia for ten years and in the "real" world of marketing for about as long, I must say that this book fills no purpose at all. It is nothing but an arbitrary collection of guesses that are not proved, could not be proved and would be of limited valuen even if proved. Neither the acadmic nor the practitioner can find any real value in this book.

For the academic, the method of making unqualified guesses without being able to prove any of them is, I hope all will agree, worthless. Research is about being able to test and prove one's hypotheses, but the authors show no interest in that. It is more comfy to just make guesses, but it's not research.

For the practitioner, the scientific failures of the book may not be as important, but where's the value in it. Two guys make guesses about what might work in companies, but they have nothing at all to support their guesses.

All in all, this is a book that should never have been written, never read and certainly never relied upon.

6 years of University branding classes in one book
If you would like to speed up six years of college into six hours of reading and study - buy this book.

I've been creating world known brands for Fortune 100 companies for over ten years like Heinz, Hershey, BJ's, Sams Club, COSTCO and Mc Cormick - and this read sharpened my skills to a razor slicing edge.

I can't say enough about having every manufacturer or college student to have a copy of this amazing tome on their, "required reading list." Some of the most inane things million dollar and start-up clients try to do are revealed in the Ries writings.

Creative groups and major marketing agencies with 20 people around the table roll what they think are amazing and astounding ideas. A good example of this is Miller Clear Beer with a 50 million dollar advertising budget. It was pulled in six months and the brand suffered. The product was removed from the shelves.

At our company, King Marketing, this book is required reading for all to memorize! I can also say that a lot of my colleagues at Momentum Worldwide, the Interpublic Group, Marketing Drive and Proctor & Gamble love this book.

This book is very useful
I really found this book to be useful on many levels. It's easy to read, and you can immediately find uses for the ideas here. Some of the information about specific products is outdated, so I'd like to hear what the author would say about huge emerging brands over the past few years.

I'd love to see a study examining Microsoft's Zune marketing strategies to go up against the iPod, what went wrong, and could still go right. Going up against the iPod is quite the challenge.

I used the "category definition" information immediately. "Promote the category if you are first, not just the product." Great stuff!

Powerhouse Marketing Plans: 14 Outstanding Real-Life Plans and What You Can Learn from Them to Supercharge Your Own Campaigns by Winslow Johnson

2008-08-04T04:54:00.000-07:00

Product Description

The best products in the world will fail if they don't have a good marketing plan to spell out exactly how their creators will generate new and continuing sales. Powerhouse Marketing Plans reveals, for the first time, the marketing plans that drive sales for some very well-known products. The book identifies the traits common to these and all other successful plans, and the author provides insightful analysis and a practical framework for applying them to any product in any market.

Powerhouse Marketing Plans lets readers hone in on what has worked (and not worked) at leading companies such as Energizer, L'eggs, Philips, Gel Tech (Zicam(r)), and others. The examples illuminate great strategies in action, and show how to maximize market research initiatives such as phone surveys, ethnographic studies, focus groups, online surveys, trade research, and more.

Whether introducing a new product or creating awareness of a brand extension, marketing and business professionals in all industries will find this a thorough, unique, and indispensable resource.
Product Details

* Amazon Sales Rank: #359527 in Books
* Published on: 2004-06
* Number of items: 1
* Binding: Paperback
* 384 pages

Editorial Reviews

Customer Relationship Management
"...this book is an insightful resource for professionals in all industries."

Library Journal
"A quality book that will benefit MBA students and executives alike."

About the Author
Winslow "Bud" Johnson (Stamford, CT) is President of the Stamford Marketing Group, whose clients include Fortune 500 companies such as AT&T, ExxonMobil, Johnson & Johnson, and H.J. Heinz.
Customer Reviews

Strategies and Tactics to Create or Increase Demand5
I really like Johnson's approach. Unlike so many other authors of books on marketing, he devotes less time to principles (albeit sound ones) and more time to explain how and why effective application of those principles can help any organization (regardless of its size or nature) to create or increase demand for whatever it sells. I am among those who believe that literally everyone involved in a given enterprise should be actively involved in marketing. That is, take advantage of appropriate opportunities to help promote their company among family members, neighbors, friends, casual acquaintances, and even people whom they meet by chance. True, not all of those thus encountered are prospective buyers but most (if not all) of them know others who are. As Emanuel Rosen has explained so brilliantly in Anatomy of Buzz, a company's employees comprise its single most important (and least expensive) resource for word-of-mouth marketing (i.e. BUZZ). They can and should be actively involved in a "campaign" under inspiring leadership, once having been properly prepared.

All of the 14 "real-life" marketing plans which Johnson presents illustrate how to organize, launch, and then expedite an effective marketing campaign. For those who already have extensive experience in marketing, much of the material provided will no doubt be familiar. However, who knows? There may be some helpful reminders as well as an occasional insight or two of direct relevance. For others, Johnson provides a step-by-step analysis of twelve different plans which offer a range and depth of strategies and tactics to consider.

One caveat: Valuable as books such as these can be, it would be a serious mistake to depend almost entirely on it or any other single source of information and counsel. Whatever and wherever it may be, a given competitive marketplace is necessarily messy and often volatile. Change is the only constant. Therefore, I strongly recommend that a variety of sources be consulted.

I also presume to suggest that, more often than not, the most valuable source consists of those with whom you now do business. What do they most appreciate about what you offer? What do they consider most valuable in their relationship with you? What are their own needs (especially unmet needs), interests, fears, concerns, and (yes) "dreams"? What more can you do? What can you do better? Obtain answers to questions such as these and you will already be well along toward knowing how to "supercharge" your marketing initiatives.

This book solved my problem5
This is a great book and is just what I wanted after searching for a real practical and useful marketing book for a long time. When I tried to start an exquisite Chinese arts business more than a year ago, I thought I would be able to do it in a nice way because I took some marketing classes during my MBA program. I took out my marketing text books for guidance, however, found them very little help. I found the books covered many theories but few practical details.

Finally, I found this book. It is the only book with real complete market plans that I have seen so far. I was excited when I read through the sample marketing plans in the book and found many of my previous questions answered. Thanks to this information I decided to re-start my art business using this book as a practical guide. I strongly recommend the book to anybody who really needs real practical and useful guidance in marketing planning.

Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin/Mcgraw-Hill Series in Marketing) By George E. Belch, Michael A. B

2008-08-04T04:52:00.000-07:00

Product Description

The field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies. Marketers must look beyond the traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize the myriad of media outlets-print, radio, cable, satellite TV, and now the Internet. Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. Belch/Belch conveys throughout the text that one must recognize how a firm uses all of the promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, or theme of the text, catapults the reader into the business practices of the 21st century.
Product Details

* Amazon Sales Rank: #918386 in Books
* Published on: 1997-10-16
* Number of items: 1
* Binding: Hardcover
* 784 pages

Customer Reviews

Good intro to IMC5
I am reading this book for a Marketing class and I love it. I have used other books by the authors and they are very good. It's a good read and not to boring. You can tell the authors make an attempt to keep the material relevant.

From a Marketing Student3
One of my marketing classes is using this book. I have experienced so much PAIN reading this book that I have to give it a 3 star to release my frustration. The chapters are extremely long. The overall concept of the book is good. There are also interesting facts and exhibits, but sometimes the book keeps repeating itself. For example, in Chapter 16 Sales Promotion, the authors talk about consumer franchise-building promotions. The same concept appears later on in the chapter over and over as individual paragraphs. I understand that a lot of the marketing concepts are interrelated, but they can be expressed much more efficiently.

Extensive in theory but current and entertaining5
This book is theoretical and full of examples of applied theories of advertising. It is presently being used at an AACSB accredited University in the Marketing department and students do enjoy it because of its current content and entertaining format.